Across the universe

January 2005
Precision Marketing;1/21/2005, Vol. 17 Issue 12, p15
The article explores the practicalities of buying data in bulk by direct marketers for the purpose of customer prospecting. The author notes that several commercial prospect pools provide sources of data on economically active consumers within vertical sectors. But, to access this data, organizations have to contribute files of their own, which may not be available or may go against company policy. Lower-cost pools can be created, especially if the total prospect universe can be clearly defined. In any case, one of the biggest traps a client can fall into is, believing that targeting parameters need to be loosened in order to create the prospect pool.


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