Revelations Through Data Mining (1,141 words)

Second, the database information is used to direct catalog and other marketing efforts. Parable will mail 37 million pieces a year as part of a total of 22 promotions—about half catalogs and half FSIs —on behalf of its retail members, Blair says. "We print the retail stores' names on each catalog [with just a cover plate change], and we put a blurb in the book describing who The Parable Group is," he says.