DoubleClick Inc., New York, announced the formation yesterday of Abacus France, an offshoot of its U.S. catalog cooperative database, the Abacus Alliance.
Abacus France will offer acquisition modeling and retention modeling to its Alliance members. Each Abacus Alliance consists of participants who use the member transactional information managed as a cooperative database. It lets members improve their direct mail targeting and customer segmentation based on recent purchase activity across the database.
The division will be based in Lille and led by marketing professional and former president of the European section of the Syndicat National de la Communication Directe, Didier Farge.
DoubleClick's Abacus division operates the Abacus Alliances for catalog companies in the United States, the United Kingdom, Japan, Germany and Australia.