Direct Media Offers Redcats Modeling Program

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Direct Media Inc., Greenwich, CT, said yesterday that modeling is now available on the Redcats USA Master File, which includes its nine catalog titles.


The Redcats USA Master File has 5.7 million last-12-month buyers from the Chadwicks of Boston, Lane Bryant, Roamans, Jessica London, Lerner, Brylane Home, Brylane Kitchen, Brylane Home Wishes and King Size catalogs.


The modeling program offers good-customer match and regression analysis models using selected INFOBASE and Redcats house variables as predictors to create the models.


For good-customer match models, mailers must provide a 100,000-name sample of their best house file customers. Regression models require a marketer to mail a quantity of Redcats names that is significant enough to produce at least 1,000 net paid responses. Responders and non-responders from the mailing are sent to Redcats and analyzed against Redcats data to create a unique model.


Model build fees are $2,500 flat with a 25,000-name free test. Scoring is an additional $20/M.


The Redcats USA Master File is 79 percent female and has a $95 average unit of sale. Selections on the database include recency, geography and age. Base price is $110/M.


Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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