The Power of Co-op(eration)

Cooperative databases
A cooperative database is one where various companies and organizations contribute their buyers’ or donors’ names along with their transactional histories to create a large pool of individuals who have responded to their offers. These individuals and their transactional histories plus additional enhancement data such as demographic, psychographic and lifestyle information, etc., make up the entire cooperative database. The depth (number of transactions) and breadth (number of data sources) of data within the database give a comprehensive view of consumers’ behavior (donating, reading, buying, etc.). The greater the size, depth and breadth of a co-op, the better the view of the consumer. Once created, the database is continuously updated from buyer or donor transactional history by the co-op’s participating companies and organizations.