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:
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Top 5 Spending and Investment Insights from Marketers

Top 5 Spending and Investment Insights from Marketers

Confidence in data-driven marketing led marketers to set high Q1 2014 goals.

MeritDirect Introduces Predictive Marketing Suite

MeritDirect Introduces Predictive Marketing Suite

New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.

App of the Week: Refresh

App of the Week: Refresh

Cool or creepy? Refresh provides data that aims to help marketers and salespeople spark relevant in-person customer conversations.