Champagne Corks Pop At I-Behavior
Contact:
Lynn Wunderman
I-Behavior Inc.
914-798-7700
lynn@i-behavior.com
I-Behavior Inc., the two-year old co-operative database company, celebrated today as they announced the achievement of two important milestones: They have signed up more than 300 companies expanding their database to over 50 million 24-month direct channel buyers.
Lynn Wunderman, President of the Harrison, New York based firm, said: “It’s incredibly gratifying that we’ve been able to continue growing even in this slow economy. It’s a huge vote of confidence from the direct marketing community.”
The company’s approach to identifying high-potential prospects is built on the premise that past purchase behavior is the most powerful predictor of future purchase behavior. The “behavior” in I-Behavior sums up the company’s strategy for raising database targeting to the next level.
To get the most from its trove of behavioral data, the firm created proprietary systems from the ground up to support behavioral predictions. I-Behavior is the first major database provider able to capture and leverage client data down to the level of individual SKU’s – the molecular building blocks of consumer transactions, resulting in by far the largest SKU-level database on the market today.
Working with hundreds of millions of direct channel purchase records doesn’t bog things down according to CTO Stephen Yu: “This system was designed to be ruthlessly single-minded – to help the analytic team do the job of identifying high-affinity prospects for clients.”
Ms. Wunderman adds: “We’re committed to making purchase data actionable for clients. We’re growing with our existing clients because the models are working. Our users tell us that we’re finding prospects with greater online and multi-channel affinities than our competitors can, and we’re seeing a 90 percent success rate with new models.”
Each model the firm creates is customized for the individual needs of a single marketer. This is made possible because I-Behavior has automated the time-consuming labor in the modeling process. I-Behavior executives are convinced that gains in productivity and the ability to do custom work fast are important reasons why their start-up company is adding more than 20 new members per month, and why they are competing successfully with more established database companies.
The I-Behavior database consolidates off-line and opt-in on-line buyers, and is the first co-op to go beyond catalogs to include publishers, e-tailers and club and continuity marketers. I-Behavior’s Chairman is direct marketing legend Lester Wunderman. The privately held company is located at 500 Mamaroneck Avenue in Harrison, NY. (www.i-behavior.com)
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