Direct Media, Equifax, Blue Hill Team on DataMarts
To create the DataMarts, data from Atlanta-based Equifax's TotalSource and Lifestyle Selector databases were combined with mail-order buyer data including recency, frequency and monetary information for modeling purposes. RFM models are built by Blue Hill Data, Pearl River, NY, which also does fulfillment for the DataMarts.
"The RFM models are built from a number of different data sources," said Rosemarie Montroy, chief marketing officer at Direct Media, Greenwich, CT. "There are [confidentiality] agreements in place for all thus far so they cannot be released. Suffice to say that if Equifax, Blue Hill and DMI are putting their company reputations behind the product, we're not about to do so lightly nor would we do anything to harm the industry in which we serve."
DataMarts differ from cooperative databases in that they can be rented by all direct marketers as opposed to participants only.
The category-based DataMarts now available are the Health & Beauty DataMart with 6.2 million names and the Home DŽcor DataMart with 5.9 million names. Two other DataMarts are not product specific but go across the entire database. They are the Young Grandparents DataMart with 500,000 names and the Spanish Speaking Mail Order Buyer DataMart with 97,500 names.
According to the firms, DataMarts will be created in markets such as apparel, gifts, collectibles, food-gifts, children's and gardening.
Selections on the DataMarts include dollar, product and recency as well as psychographics and demographics. The base cost is $80/M.
Counts and orders can be processed within minutes through Blue Hill's IQNet Technology, and turnaround time for models is three days.
The firms offer a free mirror-image model for the cost of a test quantity selection to encourage mailers to try DataMart.
Though she could not name them, Montroy said DMI clients are already testing the DataMarts.