Revelations Through Data Mining (1,141 words)

By Scott Shrake

How housefile analysis helps The Parable Group's Christian booksellers use catalogs

to drive retail sales

It was one of those "Aha!" moments, says Jim Seybert, vice president of marketing for The Parable Group, a company that 330 independent Christian booksellers nationwide turn to for catalog and retail marketing expertise. Seybert continues: "An early eye opener for me about the power of housefile analysis came several years ago when the folks at KnowledgeBase Marketing [then known as Dynamic Marketing] gave us some lifestyle summaries of who our stores' customers are and what they look like."