Direct Media Drives Innovation into Its DataMart Products
Thursday, 20 July 2006
Greenwich, CT based media provider, Direct Media, Inc., announced that it has added powerful new RFM selects to its DataMart products with data attributes provided by Alliant Cooperative Data Solutions.
Alliant Verity™ is an advanced database enhancement solution that allows marketers to segment names with recent direct marketing activity.
Direct Media also announced that the enhanced DataMart products would be managed by Sound Beach Marketing Partners, an independent sales organization located in Old Greenwich, CT.
“We released eight DataMart products last year to mixed mailing results. Some marketers did very well while others noted a strong back-end with very soft up-front results. We learned two very important things from this initial release.” said DMI’s Chief Marketing Officer, Rosemarie Montroy.
“First, that ongoing updates to recency and performance data dramatically increase results,” Montroy said. “Second, selling these products outside the “traditional” list management model is essential to understanding client needs and providing the targeted selections that drive results. We’ve addressed both issues through our relationships with Alliant and Sound Beach.”
Alliant is one of the industry’s leading developers of cooperative databases for analytic applications. Alliant maintains comprehensive, multi-enterprise views of over 110 million consumers’ direct marketing performance attributes which are updated monthly by more than 16 of the industry’s largest direct response marketers.
Alliant Verity™ attributes provide a high-quality, independent source of household-level direct marketing performance information. Alliant Verity™ is in roll-out in a wide variety of housefile reactivation efforts, and has been used successfully by mailers seeking response and back-end performance from names generated by Internet, telemarketing and retail sources.
“The Verity case studies we have seen indicate that this is a powerful source of behavioral data that drives list performance,” Montroy said. “We are expecting a high level of interest from mailers seeking new sources of responsive names.”
Sound Beach Marketing Partners is owned and managed by list veteran Terry Hudock. Ms. Hudock has over 25 years of list marketing expertise. She has a proven track record in meeting mailers needs and has earned an enviable reputation as an innovative direct marketing professional.
“We’re delighted to bring Terry into this partnership,” said Montroy. “Her knowledge, reputation and strong industry contacts have already proven to be an asset to DMI on the projects she has handled with us to date. Terry will be focused on marketing and sales for the DataMarts while Direct Media will continue to manage the counts, order entry and fulfillment.”
The new Alliant Verity™ powered Health DataMart has 254,000 hotline buyer names and is available with actual dollar selections as well as over 600 demographic and psychographic characteristics powered by Equifax.