A Partnership in the Making?
Magazine lists provide an untapped resource for catalogers
By
Jim Coogan
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Catalogers can harness co-op databases to greatly improve response from magazine subscriber lists in two ways.
1. They can optimize a subscriber list. The co-op databases rank a list into 20 different segments based on the most recent mail-order transaction that household has made. This ranking and the dollar value of these transactions allow catalogers to pick the most responsive households from a subscriber list. Catalogers are able to accurately test where an optimized list will fall below breakeven. Optimizing a list is the primary benefit of a co-op database; it allows catalogers to select those households that will respond profitably to a catalog offer.
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- People:
- Jim Coogan
- Optimizing
- Places:
- Santa Fe, N.M.
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Jim Coogan
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