Reflections on DMA08: Two Viewpoints
By
Jim Coogan
and Paul Miller
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The catalog industry was represented at the round table by Renee Jacobs, president of Title Nine Sports, a marketer of athletic apparel for women, who cited the inability to easily measure profitability as a barrier to entry for most direct marketers. She believes budgets for using behavioral Web data will remain tiny until behavioral data can be proven profitable.
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