Mal Dunn Associates and Knowledgebase Marketing have teamed up to launch a new lifestyle database called the Consumer Passion Index. It targets individuals based on their interests and pursuits.
Unveiled yesterday during the DMD New York Conference and Expo, the product is the result of a matching of managed files from Mal Dunn with KnowledgeBase Marketing’s AmeriLink database.
Of 112 million names from Mal Dunn, 95 million matched. Sixty million of those were hard individual matches and the rest were household matches.
The interest selects include automotive, aviation, baseball, travel, health, dogs, fishing, and at least 60 others.
The next phase will include e-mail addresses.
The file is based on retail and catalog purchases, magazine subscriptions, purchases of personalized stationery or checks and Internet activity, among other things.
The demographic selects include children’s presence by age, dwelling type, gender, ethnic code and marital status.
