Creative Cut: Ross-Simons

Deborah Kania is lead marketer at multichannel optical supplier Lens Express in Deerfield Beach, FL, co-author of “The Web Catalog Cookbook” and “The Internet World Guide to One-To-One Web Marketing,” and author of the upcoming book “Branding.com.”

She observes, “Two of the biggest changes to the creative process because of e-commerce are 1) shortened cycle times for design; and 2) marketers have more data to work with, more quickly, in terms of being able to react to successes and failures with efforts online.”