Live from Insight 2003: Abacus B2B Alliance Nears ‘Critical Mass’

New York—Abacus’s B2B Alliance, launched in 1998, didn’t take off right away. So admitted Steve Tinlin, senior vice president of B2B Services for the co-operative database provider at DoubleClick’s Insight 2003, held March 3-5 here. But the b-to-b co-op database now has 259 members and is nearing “critical mass,” Tinlin noted. Abacus is a division of services provider DoubleClick.

Tinlin admitted that the modeling methods used by the B2B Alliance are nothing new. Rather they rely primarily on the same tools used by Abacus’s Consumer Alliance. Funded in 1990, the consumer co-op has 1,575 members.

The challenge for b-to-b catalogers, Tinlin said, is to find data beneath the traditional data. The B2B Alliance uses “firmographics,” the b-to-b version of consumer demographics. This data include SIC codes, number of employees in a company, and contacts with postal boxes.

Abacus’s key modeling ingredient beyond recency-frequency-monetary value, or RFM, is “affinity,” Tinlin said, which shows three-month and 12-month purchasing history across the entire B2B Alliance database. “It’s supersimple,” he said. “The Alliance helps find new cuxtomers, what makes a great buyer, and who in a mailer’s house file works like a great buyer” when modeled against the database.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.