Donnelley Marketing Upgrades Segmentation Product

Share this article:
Donnelley Marketing, an infoUSA company, Woodcliff Lake, NJ, announced yesterday the launch of the Donnelley Cluster Spectrum, a segmentation product that clusters households by similar attributes.


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


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

DMALive: Getting to 360-Degree Insight

DMALive: Getting to 360-Degree Insight

A Q&A with Mark Wright, president and CEO, Targetbase.

Acxiom East?

Acxiom East?

Ogilvy & Mather launches OgilvyAmp, a think tank for data-driven marketers headed by expatriates from Little Rock's best-known data company.

Epicor to Acquire Analytics Provider QuantiSense

Epicor to Acquire Analytics Provider QuantiSense

Retail solutions provider seeks to up its data analytics game for large and midsized retailers.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.