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Article: Master files can reveal a universe of possibilities.(LIST NEWS)
- Article from:
- DM News
- Article date:
- October 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THE RIGHT LIST is the biggest key to any successful campaign. Traditionally, this has meant narrow targeting, but marketers are increasingly realizing that starting off with a master file, which encompass a variety of lists and sources, can be benefitial.
"The master file end of the market is growing substantially because you can do a lot with them," notes Fran Green, president of data management for ALC.
For example, you can potentially learn a lot more about your customers from a master list. Doug Newell, CEO and president of Dover, MA-based Genalytics, cites one recent example of a driving school that was looking to boost its direct marketing results. ...