How Data-mining Can Help Drive Personalized E-mail

• The right people involved in the process. Beyond having the right customer information and the appropriate software, you must empower the right people to mine the data.

Pam Maxwell, vice president of marketing at catalog company Interline Brands, put the data-mining process in proper perspective when interviewed for the November 2002 issue of Catalog Success. She said, “You need someone who knows how to mess around with the customer data to find interesting patterns.”