LDSGroup Expands Modeling Offerings
Cuisinebase was created through a strategic marketing partnership between LDSGroup and original source data compiler Dataline as a modeling program for food, wine and cooking publications. Dataline, Pennington, NJ, has a proprietary consumer database of more than 200 million records.
The process requires mailers to provide response data for two completed direct mail campaigns in order to generate a first stage model defining the universe for the vertical market. Then, a second stage custom model is created from the Dataline database.
Though Cuisinebase is the third modeling product from LDSGroup and DATALINE, the first two were not publicized. Investorbase was launched in late 2004 and Healthbase was launched in 2005 for investment/financial and healthcare publishers respectively, according to Jeff Kobil, co-CEO of LDSGroup Inc., New York, which specializes in the publishing market.
"We took the first two models straight to the mailers and have had many tests and some rollout activity," Mr. Kobil said.