Prospect Databases: What They Dont Teach You In Graduate School
Jonathan Cohn provides a very detailed checklist of what you need to build a prospect database. He begins with a checklist of “Your Vision” of success, continues with what you will need before getting started, the types of data you need to consider and the types of hygiene necessary for a successful prospect database implementation.
Jon Cohn is a 20-year veteran in financial services database marketing and consumer data. As Product Leader for Acxiom’s Acquisition Data Products, he is responsible for all phases of product management of products and solutions to assist companies in acquiring new customers. Besides InfoBase Consumer List, Real Property Advantage and HotLine List products, his product portfolio includes Analytics & Scored List Rental, Address Hygiene and Geographic data Products.
Prior to joining Acxiom in 1999, Jon was a partner at FUSION Marketing Group, a database marketing company specializing in financial services. His clients included major regional banks such as First Chicago, LaSalle Bank and First Hawaiian as well as mortgage lenders AAMES Home Loan and FirstPlus Financial. He was a early pioneer in the use of credit data merged with demographic data in analytical models for pinpointing the best prospects for equity lending campaigns.
Earlier positions included Client Supervisor slots at several Direct Marketing Agencies as well as at SmartNames providing list management, predictive modeling and direct mail implementation. Prior to entering the direct marketing field, he worked in commercial and international banking in New York and Europe.
Based in Southern California, Jon has presented on various topics to Direct Marketing Clubs on the west coast. He also was on the faculty of the Advanced Database Management School, co-sponsored by Northwestern University and FUSION Marketing Group and on the board for the Direct Marketing Certificate Program at Cal State-Fullerton.