Get the Most Out of Your Marketing Database

For example, let’s say you’ve been running a certain teapot for four catalog issues. Sales for the item started out pretty strong, but now are barely paying for the product’s space. You’re thinking of dropping it and trying some other tabletop item.

To help you decide, check your database to see what’s happened to the customers who’ve purchased that item. Perhaps they respond more frequently or have a higher average order value than your average customers. Or perhaps buyers of this teapot consistently don’t respond again. This type of data can help push you and your merchants in the right direction.