Weighing In on the Catalog Co-op Databases '06

Experian's Z-24

The key differentiator for Z-24, marketing services firm Experian's co-op database, is its ability to leverage the more than 3,000 different types of data collected by Experian, says Austin Wright, senior product manager for cooperative databases.

Much of that data, such as hobbies, occupations and ethnicity is self-reported. More data, such as summarized credit information, automobile ownership status and subscription data, comes from Experian's other divisions. Wright says that these types of data enable Z-24 to identify names that often aren't mailed when using transactional recency, frequency and monetary (RFM) models.