B-to-B Cataloging: CLIMB Into System Fundamentals
One CEO voiced his frustration that this cataloger couldn’t track lifetime value. On the surface, it didn’t appear that cumulative data was tracked. But the record layout displayed the number of orders and the average order value. The cumulative data and all its details were in hidden fields that no one knew existed.
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.
