Brookstone has selected Abacus to provide all of the prospecting, analytics and database management for its direct marketing efforts.
By managing its direct marketing process under one roof, the company hopes to achieve better results more quickly and less expensively than it has in the past. Brookstone’s direct marketing goals include increasing the frequency of purchase from existing customers and gaining additional market share within its potential customer base while lowering overall direct marketing expenditures.
Abacus FastPath will provide Brookstone, Merrimack, NH, with 100 percent of its prospecting names. Leveraging Abacus’ latest modeling enhancement, Abacus [ONE], FastPath generates a single universe of responsive names while decreasing list and merge costs. With Abacus ClearEDGE, Brookstone will be able to understand what is driving final purchase, allocate marketing dollars accordingly and implement campaigns across search and affiliate, Web, retail and mail-order channels.
Abacus, Lafayette, CO, is also providing Brookstone with Abacus DataEDGE, an advanced merge-purge and list processing service; Abacus ChannelView, a match-back solution that allocates demand across all media that drive a purchase; and all Canadian and business-to-business prospecting.