Dig for Gold in Your Housefile

To act on these opportunities requires a lot of analysis and some roll-up methodology. But as you get started, let Pareto’s principle be your guide: Identify opportunities that get you 80 percent of the gain for 20 percent of the effort.

Mike Talbott is vice president of business development for Catalog Marketing Services (CMS), which provides merge/purge and database services, and data analysis and marketing consulting services. He can be reached at (651) 636-6265 or by e-mail at miket@netcms.com.