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

It's been said, defends Lynde, that the average consumer name resides on about 250 files nationwide, from publishers to credit card marketers to catalog companies. Essentially, that means the majority of the names rented are at play in the market.

If everyone is already mailing these names (the case when companies focus on renting multi-buyers), competition within a cooperative database should not be an issue. The objective is to learn as much information about your customers to be able to make them the right offer at the right time, says Lynde.