Genus has emerged from a collaboration between Avongate and Maestro Interactive to provide an intuitive interface between the list owner, list manager and database.
It is designed to enable list owners and managers to run selections, reports and counts on their data quickly and easily. Genus also creates highly targeted lists, which reflect the needs and interests of the buyers.
The new tool should help owners avoid using a data bureaux to collate data for their clients, thus cutting time and costs.
Lindsay Johnson, managing director of Avongate, said: "Genus is a particularly important tool for us and the direct marketing industry because it enables list owners and managers to take greater control of their data."
Avongate will announce its managed inserts schedule for 2005 at the International Direct Marketing fair next week, giving marketers the chance to promote their offering cost-effectively via inserts in their client's mail order brochures, customer magazines and other communications.
The company will also be promoting the range of lists it manages across mail, email, telemarketing and SMS - particularly its consumer health lists, which include Goldshield, Health and Comfort, and Forever Active.
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