Co-operative databases – Merits and demerits

The idea of a combined database is an appealing one for companies. A co-operative database that evolves from the merging of information held by businesses and direct marketers can ostensibly help companies to reach out to more people. A co-operative database can throw up patterns regarding consumer behavior and demographics that can be utilized advantageously by an insightful marketing team. crm-daily.com says:

The main benefit for any list owner who participates in a cooperative database, says Linda Santaite, senior sales executive at Mokrynksi Direct, a full-service direct response marketing company in Hackensack, NJ., is the modeling that can be done with such a wide variety of data.

Go to: Implications of Sharing Customer Data