Analytics On Demand Public Library

New Patron info added to Patron Profiles in Analytics On Demand

Curious whether households in your community would read a library mailing? Individuals with a history of mail-order buying are twice as likely to respond to a promotion as someone who has never purchased by mail. Now the Analytics on Demand Patron Profiles app contains more details around households who have purchased merchandise, magazines or services by mail or have responded with contributions to charitable and nonprofit appeals.

New Buyer Data
Fifteen categories were added to the existing multi-category buyer information. This additional Mail Order Responder (MOR)-Bank data including:

  • Collect-Special Foods Buyer
  • Female Oriented Magazine
  • General Contributor
  • General Merchandise Buyer
  • Gifts and Gadgets Buyer
  • Health and Institution Contributor
  • Male Merchandise Buyer
  • Male Sports Magazine
  • Miscellaneous
  • Odds and Ends
  • Opportunity Seekers and CE
  • Political Contributor
  • Religious Contributor
  • Upscale Merchandise Buyer

How this Data can Work for Your Library
No single factor can improve the results of a direct-mail campaign like an audience of proven mail responders. The individual with a history of mail-order buying is twice as likely to respond to a promotion as someone who has never purchased by mail.

Experian’s MOR-Bank® database includes data from diverse direct marketers willing to share their active and non-active customer information. Prospects in the MOR-Bank® database are active mail-order buyers or have a mail-order buying history. These consumers have purchased merchandise, magazines or services by mail or have responded with contributions to charitable and nonprofit appeals, creating targeted groups for your library outreach.

Buyer Information Moved to Optional Report
All 26 categories of MOR-Bank® data is accessible in an optional output report. Previously, 11 of these buyer information categories were included at the end of the Patron Analysis section in the output report.

  • To run the new report and see the full details, check the “MOR-Bank Mail Order Responder Analysis – Detail” in Step 5: Optional Outputs.
  • Mail Responder, a MOR-Bank® data summary, is now included in the Patron Analysis section of the Patron Profile report.

Questions?
Contact your Gale Customer Success Manager at gale.customersuccess@cengage.com.

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