Dunhill Increases Affluent Files Through Modeling

Share this article:
Dunhill International List Co., which has been compiling lists of millionaires for 60 years, has introduced a new database that aggregates all its separate files of individuals with net worth of seven figures or more and adds close to 4 million new names.


The 5.6-million-name Millionaires at Home file was created by building a profile of millionaires from Dunhill's existing files and finding matches by running models with ZIP code plus four data. The majority of the new names came from a select number of ZIP plus four zones in areas such as Palm Beach, FL, the Upper East Side of Manhattan and Beverly Hills, CA.


The previous largest millionaires file at Dunhill, Boca Raton, FL, had just 178,000 names, but vice president Cindy Dunhill said this is because the firm always had other files that contained millionaires but were not specifically referred to as such. Past lists such as yacht and aircraft owners or executives at home were built on possessions or titles because exact income data was not available.


Dunhill has also introduced a new 224,382-name aircraft owners list, a 31,974-name physicists list and a 633,937-name pilots list. All lists are now available on CD-ROM.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Rakuten Marketing Moves to a Unified Platform

Rakuten Marketing Moves to a Unified Platform

Omni experience consolidates all channel offerings into a single platform and dashboard to provide better management of the customer funnel.

Hawk Search Widens its Global Reach

Hawk Search Widens its Global Reach

Hawk Search's solution offers support for more than twice as many languages as other site search providers, according to the company.

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.