ConsumerBase Introduces BehaviorBase New Product Will Focus on Localized Postal and E-Mail
Monday, 31 July 2006
ConsumerBase announced that it has introduced a new data product, BehaviorBase, that will focus on postal and e-mail solutions for localized markets. The company noted that BehaviorBase is particularly well-suited to those marketers requiring behavioral and geo-targeted data for multi-channel marketing campaigns.
Each data record in BehaviorBase minimally contains postal and e-mail addresses. Behavioral information is appended to the data through daily category-specific e-mails deployed to the database. For example, when a credit card offer is e-mailed to the database, those who register a click on the offer are recorded as being interested in that category.
A typical user of BehaviorBase might be a local retailer purchasing consumer data in a specified zip code. The consumers on that list would have recorded clicks in particular interest categories. The retailer could then target specific audiences with both postal and e-mail for a “click-and-mortar” campaign. Behavior categories include a wide range of interests including apparel, credit card, health, travel and dozens of other consumer areas.
ConsumerBase has brought on data marketing veteran Chris D'Autorio to manage the BehaviorBase product. D’Autorio is experienced in localized data marketing from his years as Director of NeighborNet Marketing, a product line of Mal Dunn Associates.
Larry Organ, Chief Executive of ConsumerBase, stated, “We are delighted to have Chris taking on this responsibility for us. His experience, knowledge and industry contacts make him the ideal candidate for a product such as this.”
D’Autorio will work out of the New York office of ConsumerBase.