tag:blogger.com,1999:blog-32202893.post6709339440606071932..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Awareness vs Acquisition ProblemsUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-32202893.post-50139010630507619852019-03-08T22:47:34.140-08:002019-03-08T22:47:34.140-08:00A co-op represents a "co-operative database&q...A co-op represents a "co-operative database". The cataloger sends purchase transactions for the 500,000 customers who have bought from the brand to the co-op, at no cost to the co-op. The co-op combines those transactions with transactions from other catalogers, de-dupes the file, and then makes available the "best" unique names at a cost varying between $0.03 and $0.07 per mailing for one-time use. If the customer buys from a catalog, the cataloger gets to keep the nae. If the customer does not purchase, the customer is available to rent for one-time use once again.<br /><br />The algorithms used by the co-ops have a self-fulfilling prophesy ... they spin 62+ year old customers to catalogers (because the cataloger generally has an older customer base - causing the co-op brand to optimize response for older customers), and by default, they age the catalog brand quickly.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-29405896881795978232019-03-08T22:22:03.191-08:002019-03-08T22:22:03.191-08:00What does co-op mean in regards to catalog markete...What does co-op mean in regards to catalog marketers?<br />Anonymousnoreply@blogger.com