Genalytics launches database of business owners at home

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On-demand targeted data supplier Genalytics Inc. has launched its latest prospect-targeting database, Business Owners@Home.

Andover, MA-based Genalytics said Business Owners@Home links the information of business owners and self-employed professionals across the United States to household demographics, based on the identification and connection of home and business addresses.

The Business Owners@Home database was created to provide direct marketers with a seamless way to identify qualified individuals who would have a propensity to respond favorably to offers for certain high-value goods and services.

The list of over 7.5 million business owners and self-employed professionals provides insight into both the type and size of a business as well as key demographic information about the owner's household.

Each piece of identified business owner information, such as revenues and SIC classification of business, is linked with estimated home value, income, and over 200 other demographic attributes. The combination of these factors uniquely targets how these professionals might respond to offers such as:

--Personal wealth and asset management services

--Premium retail products

--Second mortgages and mortgage refinancing

--Credit products

--Self-employed category specific products

The Business Owners@Home database is enhanced with variable attributes that are appropriate for clients and specific campaigns and can also include multichannel contact information such as address, email and phone number.

Some examples of the top small- to medium-sized business owner categories in the database include attorneys, physicians, electrical contractors, insurance agents, construction contractors and household appliance stores owners.

Genalytics has employed its patented genetic algorithm technology to create this unique prospect universe. It has the capacity to process extremely large data sets to identify predictive patterns or events. The technology automates the modeling process by combining business ownership data and household consumer information on over 120 million households and creating the appropriate linkages.

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