The New Math - Page 8 of 12

By Ray Goodman

When e-commerce merchants spend advertising dollars, they're usually not directly attributable to individual products. Yet dollars are being spent on resources, including staff for website management and/or third-party providers for web development, SEO management, pay-per-click campaigns, affiliate marketing and other unmeasured resources. For a business to be sustainably profitable, the individual products must generate enough gross margin to pay their shares of the advertising expense.

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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