Database marketing services firm Naviant Marketing Solutions Inc. yesterday named Mal Dunn Associates Inc. list manager of its Hi-Tech Household File of more than 34 million active online households.
As list manager, MDA, Croton Falls, NY, said it will develop new segments of the file.
“We have immediate plans to work with Naviant to develop a number of new databases,” Matt Gillick, senior vice president and general manager at MDA, said in a statement. “The new Naviant file will provide extensive mail-order buyer selects. Coupled with online recency and frequency of registration, the Hi-Tech Household File will truly offer both online and offline consumer behavior targeting.”
The file is sourced primarily from online product registration data and permits direct marketers to identify and precisely target active Internet consumers through traditional direct marketing campaigns. It provides recency and frequency of hi-tech product purchases, offering accuracy in targeting active Internet consumers.