Marketing Information Network (MIN) is testing and preparing to launch a cooperative database in October comprised of list and insert media usage information.
List management companies and list owners are supplying the data, which is standardized and enhanced by MIN. Such enhancements will for example identify whether a mailer that has used a specific list will rent its own house file, says MIN president Scott R. Chilcutt.
“Right now we have more than 6,000 data cards with usage and there will be many more,” he adds. “I’m anticipating 15,000 to 20,000 cards will have usage.”
The database will be accessible only to co-op members, namely list brokerage firms, data contributors and selected non-contributors that have been approved by participating data contributors.
Additional data will be appended from the Directory of Major Mailers and What They Mail, but separate licensing agreements will be required for access to it.
It’s primarily for response lists, because there is less demand for such information for compiled files, according to Chilcutt. Until now usage information was available on data cards only through individual list owners and managers that maintained it, rather than through standardized co-op database.
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