Data pools are a recent introduction to the Australian market. But internationally, the concept has been available in different forms for many years.
A data pool (or data cooperative) occurs when two or more list owners combine their data for increased customer information, acquisition activities or list rental revenue.
List Factory manages many large and responsive databases, and uses these to create data pools for direct marketers.
Data pooling is needed in Australia because the list environment has been depreciating in total available volume due to regulatory changes to the Direct Marketing industry.
Now, direct marketers need new sources of data that are:
Data pooling delivers these requirements.
Our technology is used extensively internationally and locally in managing data cooperatives with industry leading address verification, standardisation, merge-purge logic, and high quality data hygiene.
These elements are critical to create and sustain our accurate and responsive databases.