The New Math - Page 4 of 12

By Ray Goodman

When merchants rely on squinch alone, products in the catalog are allocated 100 percent of catalog advertising expense while reflecting only those sales directly attributed to the catalog. Unless sales from other channels are taken into account, a merchant could decide to drop a product that appears to be unprofitable in the catalog, only to see its sales plummet in other channels.

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Ray Goodman Author's page Ray has been a consultant to various direct marketing companies across the country. His goal is to streamline the merchandising and marketing planning processes inherent in multichannel marketing. He works closely with clients and industry experts to develop new methodologies and tools for merchandising and inventory control. He says, "It's exciting to work with our staff customers to help evolve our applications. I'm proud of the way our staff works together to bring our visions from concept to product." Ray has been with Direct Tech since 1994. His primary responsibility is directing the development of Direct Tech products. He's been a featured speaker on inventory forecasting and management at various industry conferences.

Inventory Management: The New Math