Experian Direct Tech, CircBase

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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