Lists: Behavior Matters Most
When prospecting for new catalog customers, remember one thing and one thing only: Behavior Matters Most
The Darling of Catalog Acquisition: Abacus Direct
Tony White, founder of Abacus, came up with a brilliant scheme: Persuade catalogers to give him all their transactional data for free and then sell it back to them. The drill: Hand over your buyer file, and the database wizards at Abacus will perform analytic alchemy to determine the key characteristics of your best customers. Abacus then will match those characteristics across its massive database of more than 3.5 billion transactions of 800 catalogs with 90 million households.
- Companies:
- Abacus
- DoubleClick
- McIntyre Direct
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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