Data Set Library
Data sets are made available to approved educators for use within academic situations, classes, independent study or research projects. Costs and usage rules vary. Members of DMEF Professors’ Academy receive data sets free of charge.
Cost to non-members: $25 per data file.
Data Sets (1-6) contain customer buying history for different database marketing businesses and two ZIP data files. Each data set contains actual customer behavior as tracked by the business organization for about 100,000 customers. Data is available in ASCII, SAS, or SPSS.
Data Set 1 – is from a non-profit organization that uses direct mail to solicit additional contributions from past donors.
Data Set 2 – is a business with multiple divisions each mailing different catalogs to a unified customer base.
Data Set 3 – is a long-time specialty catalog company that mails both full-line and seasonal catalogs to its customer base and often re-mails the same catalog to its best customers.
Data Set 4 – is an upscale gift business that mails general and specialized catalogs to its customer base several times each year.
Data Set 5– contains data relating to 42,765 ZIPs summarized from credit information available for a large sample of households at Experian; one record per ZIP.
Data Set 6 – contains data relating to 34,297 ZIPs primarily based on 1990 Census or 1995 Census Update with some proprietary additional fields available to the data provider; one record per ZIP.
DMEF welcomes your feedback. Please let us know how we can improve the following datasets to better support your curricula and/or research by contacting us at dmef@directworks.org:
Data Set 7 – a sample of this dataset was used in the Direct Marketing Educational Foundation’s 2008 Customer Lifetime Value Competition. Data is from a leading US Charity and contains the donation and solicitation history for over 1 million donors. The donation history spans 14 years (1993-2006), including the donor ID, donation date, date of the first donation, amount of donation, the 5-digit zip code of the donor and solicitation ID. The solicitation history spans 15 years (1992-2006), including donor ID, solicitation ID, and the solicitation date. The data set also contains the costs of individual solicitations.
Data Set 8 – is from a catalog that has mailed seasonally to existing customers, customers of subsidiary/affiliated companies, and via web advertising. The catalog has promoted both through direct mail and email. The dataset contains twelve years of data, through April 30, 2009. Catalog orders including order source, quantity of items purchased, returns, payment information, and zip code of the purchaser are included. There is one record per order, with multiple orders per household. Orders with the same household are indicated with matching Household-ID numbers (one number per unique household.) The file contains 14, 448 order records from 10,000 unique households.
Data Set 9 - is from a multichannel company with sales of several hundred million dollars per year. This dataset is for classroom teaching. This nationally known company has a network of retail stores, a well established traditional catalog channel and a website; the core of its sales are food products purchased as gifts during the Christmas season. It includes over 100,0000 customer records and over 3.3 million marketing contact records.
Data Set 10 - is from a leading provider of community-based preventive health screenings in the United States. They screen over 1 million people each year at over 20,000 screening events nationwide. They are working to rapidly grow their customer base and send out targeted promotional mail advertising the location and dates of their screenings.