Multichannel Data Purchases
Standard demographic data often don’t have a direct application in cataloging. Catalogers typically are most interested in recency, frequency and monetary (RFM) data when targeting prospects. After all, purchasing history, as defined by RFM, remains the most accurate predictor of someone’s future behavior. However, b-to-b multichannel marketers, specifically those with a retail presence, should test more traditional demographic data to drive traffic to their stores.
- 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.