Revelations Through Data Mining (1,141 words)

To build the database, they glean data at the point of sale in each store. The database is built around three main POS systems, according to Tim Blair, vice president of operations for Parable, which is based in San Luis Obispo, CA. "A transfer process sends us the files from the disparate systems weekly from 200-plus stores, including transaction data at the SKU-level and retail price level. We transfer this to KnowledgeBase Marketing in Houston." The database is housed and serviced by KnowledgeBase, which also provides proximity/propensity models to aid in new customer acquisition. Parable has been a KnowledgeBase client since 1997.