Weighing In on the Catalog Co-op Databases '06

Prefer Network

A division of direct marketing services firm CMS Direct, Prefer Network differentiates its database by using SKU-level product data, says Prefer CEO Doug Platt.

For each of the more than 1 billion transactions of which Prefer Network tracks, it knows not only the product category of the purchase, but also product specifics such as size, color and style. "We know whether you've bought a Christmas tree T-shirt or an Elvis Presley T-shirt," Platt says.