Another reason for buying data is to sell data — specifically for increasing list revenue. If you’re a niche b-to-b cataloger, a data append can be an excellent way to increase your list revenue.
A data append — some people refer to it as a data overlay — represents transactional and/or demographic data that are appended to a customer list. These data can make your list usable for an off-category mailer due to the additional list selects made available from the appended data.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.