InfoUSA Database Links Consumer, BTB Listings

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InfoUSA, Omaha, NE, will officially introduce its execuReach database of 3.4 million executives and business owners with business and home addresses at this month's DMA fall conference in San Francisco.


The database, which was built by matching InfoUSA's business and consumer databases, is a prototype of the products that Database America president Al Ambrosino envisioned developing when DBA became part of infoUSA in 1997. DBA, Montvale, NJ, will continue to perform matching and other processes on proprietary infoUSA data to come up with new marketing information sources.


The execuReach combination lets mailers leverage consumer demographics and psychographics in a business context and vice versa. The database is selectable by employee size to identify whether a person is an executive in a large company or an owner of a smaller company. Ambrosino said an insurance company already is using the database for a combination mailing to a prospect's home and business.


During the build of execuReach, DBA also developed a 1.2 million record small office/home office file where a business address in the Yellow Pages matches a home address in the White Pages.


ExecuReach also is available as an enhancement tool and can identify home addresses of executives on 35 percent of a BTB marketer's house file.


"We have over 30 demographic and psychographic elements to choose from so all of the sudden it rounds out who that person is," Ambrosino said.


The new databases are being managed by the Walter Karl division of infoUSA.

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