DoubleClick Inc. has expanded the Abacus co-operative database to New Zealand with 15 new members, one year following its expansion in neighboring Australia, where 60 companies are contributing transactional data in this venture.
Among the U.S. direct marketers participating in both the New Zealand and Australia expansion of Abacus are Doubleday and International Masters Publishing.
Abacus participants use cooperative data to develop statistical models to use for direct mail prospecting campaigns, in addition to generating increased profits and customer retention with house files.
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