By tapping into the power of the Meredith database, the largest database in the publishing industry (100 million names), Meredith’s analytical team has identified a list of readers and consumers that we know have an extremely high proclivity to frequently shop from home. We call this highly sought after group of avid direct shoppers, the Meredith “Super Responders.”
How Super Responders Are Identified
Our database analysts rely on multiple sources of data to identify consumers they consider to be Meredith “multi-buyers.” In addition, these consumers have also made direct purchases within the last 6 months. The multiple sources of data are combined, and each consumer is assigned a level of direct mail purchase interest. The higher the level of interest, the higher the direct response buying propensity of the consumer. Individuals must receive a minimum composite interest score to be on the list.
Top Criteria Identifying “Super Responders”
- Meredith Survey Data
Responses indicate purchases by mail and/or Internet
- Direct Mail Subscription Information
Identifies subscribers who have responded to direct mail subscription efforts
- Product Info From Outside Data Compilers
External data overlaid onto Meredith database identifies consumers who have bought particular types of products via direct channels
- Recency/Frequency/Volume of Direct Purchases
Identifies currently active (within the last 6 months) direct buyers with a higher tendency to buy/spend more when purchasing direct
PRIZM/MRI Rank Order Correlation reports tell us the Meredith Super Responders are predominantly married, single unit homeowners, all incomes. Ages fall predominantly between 35-54. Specific cluster analysis is available upon request.
Super-targeted Custom Categories
The Super Responders list can be split based on particular purchase history/interest categories.
Examples of such categories include:
- Presence of children
- Sports equipment