Web Buyers Are Changing the Catalog World, Part 2 of 3

* Another invaluable metric for maximizing the profitability of your Web buyers is to model pure Web buyers at your co-op database to find those pure Web buyers who should be suppressed from mailing lists because they’re not active, robust catalog shoppers. The co-op databases have literally billions of catalog transactions at their disposal. The optimization modeling process at a co-op database compares your buyers against those billions of transactions and segments your buyers by each household’s annual dollar spend in mail order, the number of annual mail order transactions, the number of different mail order merchants they’ve purchased from and the merchandise categories where each household buys.