Integrated marketing solutions provider ConsumerBase has launched ResponderInfo.com, a search engine that makes the online activity of individuals available to direct marketers who want behavioral information on their target audiences. Behavioral-based information allows those selling products and services to pinpoint individual prospects based upon their clicking habits.
Users of the search engine will build consumer-prospecting lists by selecting responder categories and narrowing them by attributes. Resulting lists can include name, postal address, and e-mail address.
The behavioral information comes from click-stream data. When consumers respond to e-mail offers, the information is tracked and stored. ConsumerBase has taken steps to organize its database of responder information into specific responder categories that range from gambling to weight loss.
ConsumerBase plans to capitalize on the growing belief that marketing is most effective when it focuses on what people do rather than what they say. Marketers of goods and services that target consumers by categories in which they have already shown interest stand to benefit by focusing on the best prospects.
“Simply put, past behavior is the best indicator of future behavior,” ConsumerBase CEO Larry Organ said in a statement. “For those selling a product or service, what people do is what matters most. What they say is irrelevant.” [
ResponderInfo pulls information directly from the ConsumerBase database of 76 million U.S. consumers.