Weighing In on the Catalog Co-op Databases '06

ALEXA's members control their own buyer names and share only their recency, frequency and monetary value data with other catalogers within the association. The company acts as a data processor, fulfilling orders for names based on the information culled from catalog datacards, says ALEXA President Bob Gaito. Any modeling of those names would need to be done by the recipient catalogers or their list brokers, whom Gaito says are more qualified to know their specific needs.