B-to-B Insights: Unorthodox But Effective
When you're planning this type of business intelligence project, determine your objectives in terms of need-to-know and nice-to-know data. Need-to-know information will provide you actionable intelligence. For example, lifetime value by customer segment, defined by both RFM and NAICS/SIC codes, is a need-to-know piece of data. Once you have lifetime value reports, you can then determine your most productive prospect lists.
- Companies:
- Microsoft Corp.
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.
