Content area
Full Text
This week's question: What's the Outlook for Cooperative Databases?
Our current panel features: Jeremy Johnson of Specialists Marketing Services; Wendy McLaughlin of DSA Direct; Al Schonwald of Chilcutt Direct Marketing and Paul Theriot of Alesco Data Group. (Would you like to be considered to be a member of our roundtable? Contact Larry Riggs at [email protected].)
Jeremy Johnson, vice president of brokerage at Specialists Marketing Services Inc.:
Universes on core files have shrunk and there is a lack of qualified lists coming to the market. Cooperative databases have picked up a significant amount of the slack and have done so quite effectively. Cooperative database firms are adding members from all categories. They're no longer a tool used only by consumer catalogers and business-to-business marketers. Now, we have seen immense success by consumer publishers as well as continuity marketers. With hundreds of data points and purchase transactions being provided by participants, the co-ops are able to develop refined models and uncover a prospect...