Abacus Australia is based in Sydney with a second office in Melbourne. The company plans to provide Australian businesses with a new source of modelled data to improve to help their direct marketing campaigns.
Abacus Australia will offer members of its cooperative database its acquisition modelling and retention modelling products. Acquisition modelling enables members to find qualified prospects beyond their own house file list while retention modelling can help marketers to increase profits from their own house file list.
"We see this as a natural expansion for Abacus because many of our US and UK customers are also in Australia," Brian Rainey, president of Abacus, said.
So far more than 10 companies, including International Magazine Publishers, have signed to Abacus Australian Alliance scheme. Abacus is owned by DoubleClick and operates in the US, the UK, Japan and Germany.
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