Genesis Direct Database Fills Holes

Share this content:
Genesis Direct has made its corporate and enhanced lifestyle databases available through the Millard Group, Peterborough, NH, as a marketing addition to its individual catalog files.


The Corporate Database combines 24-month purchase data of 6 million buyers from 28 of its catalog titles and will be expanded as Genesis Direct, Secaucus, NJ, continues its aggressive acquisition agenda. The corporate database will be updated bimonthly and be selectable by recency, dollar amount, product category, multibuyers, source and payment type. The Enhanced Lifestyle Database adds demographic and lifestyle enhancements from Experian Direct Tech's Insource and will be available quarterly.


The databases won't replace the individual Genesis files. Millard cannot select individual files from the database but can omit them for mailers that already order them and want to avoid duplication. Modeling and analytic capabilities will be available that are not possible with individual lists.


"The goal isn't to take the business of other list managers but provide incremental revenue on the whole property,'' said list manager Linda Bridson. "A corporate database can fill in the holes, creating an atmosphere to go across all titles. A large mailer doesn't have to take four separate files. We can create a larger select for them.''


Genesis Direct has made three catalog acquisitions in the last month, bringing its total to 34 titles. The company, which specializes in sports, children's and gifts/collectibles books, aims to acquire or start-up one catalog per month with the goal of generating $1 billion in revenue by the year 2000. Acquisitions are integrated into continually expanding marketing databases, which along with e-commerce, drive the company's growth.


Millard also offers modeling on the 6.2-million name Times-Mirror Magazines subscriber database. The database contains the 10 Times-Mirror consumer magazine files.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here