Libey on Lists—Predictions for 2006 and Beyond
• The more people in the “pool,” the more fatigued the pool becomes.
• Quality and pricing control is given up to the pool operator and removed from the individual mailer.
• Loss of testing knowledge.
To be of better value to mailers in the long run, co-op databases must be a “productive addition to core continuation prospecting,” provide mailers with the ability to run comparative lifetime value and other analytics, and offer insight on how the models are built, the goal and the potential rollout universe.
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