Linda Santaite

By Hallie Mummert Industry experts get into the pros and cons of this prospecting and analytics tool On the surface, participation in a cooperative database sounds like an absolute no-brainer. Merging your customer data with that of other direct marketers to develop more robust models that enable you to prospect more effectively than you could with only your own data to go on—what could be more intuitive? Scratch a little deeper, though, and you begin to realize that this sweet-smelling rose also can have thorns. Depending on how a cooperative database is governed, list managers and list owners cite risks such as unfair

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