Cohorts Clears the Air On ClusteringTo help further the cause of getting truth to readers of DM News, please be advised that the following statement appearing in the March 23 online edition of DM News is far from accurate: "Though clustering is not new to direct marketing, the ability to identify like households at the household level is, according to the firm" (referring to a Donnelley product release announcement).
In fact, Cohorts was the first company to pioneer such a clustering product almost 15 years ago. Cohorts' current product offering is now in its third generation, including highly refined household-specific behavioral characteristics. We even offer an Hispanic only version of household specific clustering called Hispanic Cohorts.
Scott Schroeder, President/CEO, Cohorts