Strategy: 15 Best Practices When Using Cooperative Databases

12. Take advantage of SKU-level modeling. I-Behavior is a co-op database that models off of SKU-level data in addition to purchase history. This helps customize targets, which can be an advantage for certain catalogers — particularly those who’ve altered their merchandising mix.

13. Communicate with the co-op. Let it know of any merchandising, creative or offer changes to your catalog. Databases use responders from past mailings to predict future responses. They need to use responder groups most representative of likely future responders to build the best models for you. This may be new-to-file hotline buyers vs. responders from the same time last year.