Media Horizons Management has bowed EnVision, a consumer database which combines multi-channel transactional information with demographic and lifestyle data.
The heart of the database is purchase, subscription and donor information on 34 million individuals which stretches back two years. Sixty-nine percent of the transactions were made through direct mail, while online transactions account for 20% and telephone-based sales make up the remaining 11%.
Unlike cooperative databases, there are no restrictions on which marketers or list brokers may use names from the file, save for a 7,500-count minimum order requirement.
Both Equifax and Alliant contributed information to EnVision. The information within the file, however, is strictly for prospecting purposes: Media Horizons will not be using this database for profiling or appending. Furthermore, the file does not contain e-mail addresses for marketing purposes, nor can it be used to generate telemarketing leads.
Late 2009, given the recession and corresponding slowdown in prospecting to new names, might seem an odd time to launch a new compiled database. But Media Horizon
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