Experian Direct Tech, CircBase

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Experian Direct Tech, Schaumburg, IL, last month launched its CircBase cooperative database, which features more than 90 publications and nearly 45 million names.

CircBase is linked to Experian Direct Tech's Z-24 catalog database to create a data warehouse that combines subscriber lifestyle and purchase RFM with catalog-buyer RFM.

The database is updated monthly and contains active and expired subscriber records from Hachette-Filipacchi, Petersen Publishing, Wenner Media, Primedia, Meigher Communications and World Publications. Catalog and publication data are maintained separately using data-warehouse concepts, but they will be combined at the RFM level to provide predictive modeling and segmentation products.

For more information, call 847/517-5600.

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