Typically, catalogers will send their housefiles for appending of the SIC codes or other firmographic data (e.g., number of employees, company revenue). Then they’ll analyze and compare these appended data to their sales history. Of course, if you sell, say, equipment for one industry, the SIC codes will fall into a predictable pattern. But by also analyzing other data — for example, your customers’ numbers of employees and corporate revenues — you may discover additional information to help improve your marketing efforts.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.