Direct Marketing Lists

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Direct Marketing Lists
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List Terminology Who Does What?

• List Owner
• List of names with some common denominator
  developed through promotional activity or
  compilation.
• List Manager
• Agent of list owner, typically providing the
  following services maintenance, promotion
  marketing, clearance, record keeping, and credit
  collection activities.
• List Broker
• Agent connecting list owners/managers with list
  users typically providing the following
  services research, selection, recommendations
  and post-usage evaluation of results.

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List Terminology Types of Lists

• Compiled Lists
• Data derived from directories, newspapers, public
  records, trade shows, etc. identifying people
  with something in common.
• Response Lists
• Data obtained from people who have responded to a
  direct marketing offer. May include buyers,
  subscribers, donors, contest entrants or
  inquirers/requestors.
• House Lists
• Data maintained internally based on actual
  responders, buyers, etc. with the list owner.

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List Enhancements

• Consumer Lists
• Age, income, home ownership, marital status,
  gender, children, ethnicity, education
  occupation
• Business Lists
• SIC code, number of employees, revenue, time in
  business, number of computers, number of
  locations, names of executives

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List Terminology

• Data Card
• A printed or electronic record providing basic
  rental information about a list. Typically
  describes the who, what, where, when and how
  about a list.