Special Report Lists

"We all appreciate that the catalog-planning cycle is long, and you can't always do things on the fly like test creative," says Connors. "With the right data there are things you can do that you couldn't do before and that are of real importance for long-term customer value." For instance, he says, "You can look at value-tier migrations, and extending an offer to upper- and mid-tier customers to keep them at those higher buying levels so they don't become lower-value customers. That kind of creative needs data [to back it up]."