Abacus Opens Offices in Australia

Share this article:
Abacus, a division of DoubleClick Inc., New York, announced the formation yesterday of Abacus Australia. The division will be based in Sydney with an office in Melbourne.


Abacus Australia will offer two products to its Alliance members: Acquisition Modeling and Retention Modeling. Each Abacus Alliance is made up of participants who use the member transactional information managed as a cooperative database. It enables members to improve their direct mail targeting and customer segmentation based on recent actual purchase activity across the database.


DoubleClick's Abacus division operates the Abacus Alliances for catalog companies in the United States, the United Kingdom, Japan and Germany.


Australia is a growing catalog market. According to a 2003 survey conducted by the Australian Catalogue Association, the number of direct mail and catalogs has increased an average of 6.2 percent each year since 1999. The association expects the industry to grow 5 percent this year.


The survey also found that Australians are becoming more receptive to catalogs, with 74 percent visiting a retail outlet as a result of reading a catalog, up from 50 percent in 1999. Also, 70 percent of consumers said they rely on catalogs to help them make buying decisions.


"We see this as a natural expansion for Abacus as many of our U.S. and UK customers are also in Australia," said Abacus president Brian Rainey. "With over 10 companies already committed to joining the Australian Alliance, more than half of which are active participants with Abacus elsewhere in the world, we have a strong foundation from which the local operation can quickly ramp-up."


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

12 Big Data Facts for Marketers in 2014

12 Big Data Facts for Marketers in 2014

The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.

The (Marketer's) TV Guide

The (Marketer's) TV Guide

Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.