CM Listline: Back to School
Today’s Students Need More than backpacks and binders. They’re mobile and they know how to leverage technology in ways many chief marketers have yet to discover.
And that same tech that serves teens and tweens can empower direct marketers to reach this audience without having to tweet them. One example is an automated process that uses brokers’ recommendations on list usage to identify which files are highly correlated to each other. Correlation scores are calculated using a proprietary algorithm analyzing 43 million data points, each representing a relationship between two lists.
Here are some highly correlated back-to-school files (source: http://lists.nextmark.com). The files were chosen from a sample of 30 related data card titles that met the following criteria: list popularity index and data card quality score over 90 on a scale of 100, and there is a high correlation with at least three data cards (10%) from the student list sample.
Alloy Teen Boys
Universe: 1,256,915
Price: $110/M
List Popularity Index: 95
Data Card Quality: 100
Contact: American List Counsel, Lisa Donzella, [email protected], (914) 524-5263
Bauer Publishing Teen Magazine Masterfile
Universe: 802,974
Price: $100/M
List Popularity Index: 93
Data Card Quality: 100
Contact: Worldata, List Manager, [email protected], (561) 393-8200
Discovery Channel Store Catalog
Universe: 125,180
Price: $100/M
List Popularity Index: 100
Data Card Quality: 95
Contact: Direct Media|Millard, Lisa Palazzo, [email protected], (203) 532-2436
Museum Tour Educational Gifts for Children
Universe: 326,666
Price: $95/M
List Popularity Index: 100
Data Card Quality: 100
Contact: Acme List Management, Marge Otway, [email protected], (847) 587-1160, ext. 21
Scholarships.com College Students Postal Address File
Universe: 6,730,653
Price: $125/M
List Popularity Index: 99
Data Card Quality: 100
Contact: American Student Marketing, Rich Johnson, [email protected], (847) 432-4329
Sports Illustrated Teen
Universe: 272,324
Price: $95/M
List Popularity Index: 94
Data Card Quality: 100
Contact: Direct Media|Millard, Kerry Bergeron, [email protected], (603) 924-9262, ext. 2347
Chris DeMartine ([email protected]) is director of business development for NextMark.
