B-to-B Cataloging: CLIMB Into System Fundamentals
Clean: Clean data begins with standardization. Do you consistently place the same data in the same field, or do you find company names in address fields and other wrong places? Standardization improves deliverability of your mail, but the benefits don’t stop there. Standard addresses also improve the results of dedupe processes, which improves the quality of your transactional data and marketing efforts.
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.
