MeritDirect Event Panel Heading Back to the Future, Part 2

The challenge I see now is our customers who buy picnic tables and park benches: Their buying behaviors are changing, and I don’t think this is temporary — it’ll be longer haul. We have to stay close to data and get it faster.

Nelson: We installed a new system in 2006, which created an opportunity for us to get better data than before and a greater ability to analyze it. So we embarked on a project to dive deeper into our data to figure out where to spend our next marketing dollar. As we start to increase our marketing media spend, we want to know where to put it: in catalogs, pay per click (PPC) and other media.