Thinking Outside the Box

1999 and Beyond

As of late 1998, Ross-Simons’ staff was being trained to take over managing the Web site from ODC. “IS has to become Web-savvy, as will customer service and creative,” Howard explains.

ODC will still be a partner with Ross-Simons for any major programming changes and for analysis of its database of Web-based information. As Bender notes, “Massive marketing databases are being created with online data. We need to now learn how to use that information—for instance, looking for data correlations such as what percentage of visitors stay and click to certain pages based on where they came in from.”