Donnelley Marketing Upgrades Segmentation Product
Formerly known as Buyer Behavior Clusters, the upgraded system is now available for multiple applications including the DQI3 consumer database list rental, file installations and customer file overlays.
The Donnelley Cluster Spectrum tool characterizes households by attributes such as buying patterns and behaviors. It consists of 51 unique clusters built at the household level using consumer, lifestyle, behavioral and census information.
The product also can be applied to e-mail retention programs when a postal address is present and can be matched to Donnelley's DQI3 database of 200 million individuals.
Though clustering is not new to direct marketing, the ability to identify like households at the household level is, according to the firm.
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