Mark Desrochers

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

WHAT GOT HIM HERE: A strange journey. After working previously as a landscape architect and spending 10 years out at sea as a private yacht sailor, Mark Desrochers returned home to start a woodworking business with his best friend, Matthew Burak. “Matt had a long and successful run as a furniture maker,” Desrochers recalls. “We incubated this table leg business for a few years inside of his furniture business.” As for the direct marketing side of the business, this was the first venture into that arena for the pair. “We were introduced to direct marketing through a customer in Matt’s furniture store,” Desrochers

With the advent and development of Internet marketing in the last 10 years, catalogers have been inundated with more data than they know what to do with, courtesy of their Web analytics packages. Catalogers shared their frustrations and success stories regarding their online marketing data at the session “Web Analytics: The Secret to Your Success” at last week’s ACCM. Below are their stories. 1. With the current version of its site active and taking orders since 2002, Classic Designs has been using WebTrends to track online marketing data since that time, said Mark Desrochers, co-owner of the woodworking catalog. But while the software had been

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