Direct Media Joins with Equifax and Blue Hill to Create Datamarts
Direct Media Inc. has teamed up with Equifax and Blue Hill Data Services to offer a new suite of model-driven lists.
Believed to be the first of their kind, the new Datamarts are built from Equifax data to which RFM models have been applied. DMI clients are already testing them.
The objective is to “help business look at data in a different fashion,” said Rosemary Montroy, chief marketing officer of DMI, who put the three-way deal together.
Two main Datamarts have been created to date: Health and Beauty (6.2 million names) and Home Décor (5.9 million names). Also available are two datamarts that run across all the product categories: Spanish speaking ( 97,505) and young grandparents. (511,531).
But more are on the way. The partners plan to add apparel, children, collectibles, food gifts, gifts and gardening by the end of the year.
The main files have been broken down into three sub-components, each constituting a datamart unto itself. In addition, each list can be chosen by lifetrends or lifephases.
These are postal lists, but e-mail matchbacks will be available in January. Ethnic and religious selects are also on the way.
The base rental price for each of the files is $80/M.
To build the Datamarts, DMI took one million names on response files, and overlaid them with Equifax psychographic and demographic data, achieving a match rate of 80%.
Blue Hill then built category driven RFM models on the response files, which were applied to the Equifax data to create individual lists.
According to Montroy, a new datamart user would be provided with a free mirror-image model in three days for each selection rented. Custom models can be created for a fee, also in three days.
That model would then applied to the datamarts, producing a final count of names mirroring the mailer’s best customers.
Counts and orders are turned around within minutes, using IQ.net, an automated list count and fulfillment system. All models are built by Blue Hill, based in Pearl River, NY.
The Equifax data was either self-reported (from the Lifestyle Selector) or compiled.
Each file has numerous demographic and psychographic selections. Names can also be selected by high-ticket, mid-ticket or low-ticket and mailers can pick the female or male names in household.
IQ.net allows users to change counts right up to the last minute. Also available is prior use suppression and radius selects.
The models can handle up to 50,000 variables without clustering.
Where will Direct Media make its money? All revenue will be split evenly between the partners, according to Montroy.
