October 23, 2007
When general merchandise cataloger Fingerhut was re-formed in December 2002 after being liquidated earlier that year by former owner Federated Department Stores (now Macy’s), the company’s foundation was its legacy file of customers who were active with the company prior to its closing. Over time, however, as the company grew to more than $300 million in sales as of the end of 2006, Fingerhut had to replenish those names with new ones. Realizing its housefile would dry up fairly quickly, over the next few years Fingerhut actively prospected building predictive models off its legacy file. “Fingerhut had a wealth of information available on
