Using the Right Kind of Data (2,213 words)

Attaching demographic data to determine whether sites are part of a bigger network can provide a better level of predictiveness on future behavior; for example, companies may purchase products at individual sites or at the headquarters only.

Sharing the Wealth

Another option is to investigate one of the cooperative databases created specifically for the catalog industry. The Z24 database, managed by Experian Direct Tech, offers more than 200 data attributes provided by at least 350 catalog companies and Experian's compiled sources.