Multichannel Marketing: Adapt With Multichannel’s Evolution

Moving on to Eddie Bauer during the early evolution evolution of the Web from 1995-2000, “I had a real sense of control,” he said. “I knew how big that business would be and I was driving it.”

Handing Off Control to 3d Party

After serving as vice president of database marketing at Nordstrom from 2001 until just a few weeks ago, Hillstrom left to start MineThatData. He reflected on the position he’s now in to see how the catalog/multichannel business has transformed itself. “Today, as the business shifts from the catalog to online, Google has more to do with how your business is going to be,” he said. “You’re handling control of your business to a third party now. And you have less control over your business. More pieces are being offloaded to these fractionalized areas.”