Optimize Your Co-op Database Usage

Some tips to get you started.

1. Start with two co-ops and expand from there. More is not always better.

2. Add pre-selects to boost response. Examples include time bandits (e.g., customers who purchase only between October and December of a certain year); average dollar (e.g., selects only customers who purchased more than $200 to raise your ADT[average dollar per transaction]); and high frequency.

3. Alternate co-op usage with balance models to avoid too many multis.

4. Carefully monitor net percentages.

—Michelle Farabaugh, partner, LENSER