List Factory’s Fusion Exchange data co-operative holds a world of acquisition potential, learns Greg Johnson.
List Factory’s Fusion Exchange data co-operative is home to around 25 charity members, creating a pool of over 400,000 mailable Australian charity donors. The exchange’s records include transactional data, enabling recency, frequency, monetary and affinity modelling as part of the data selection process.
“From a charity perspective, we utilise transactional information from a whole range of parties – including charities – to build models and create a score which identifies whether a person is likely to respond to a mail piece from that particular sector,” explains List Factory director Gordon Loch. “We use both transactional analysis and an affinity analysis.”
Fusion Exchange – which includes business to consumer data in addition to charity data – is also linked to the company’s business to business (B2B) data pool. That allows clients to actively pursue or exclude B2B records from their mailings as required.
Which channel is best?
List Factory has developed an online tool which can assist in determining a…