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Tracking trends in product categories is tedious, but with a couple of lines of code you can see if widget A shows a decreasing trend, and if widget B shows an increasing trend; you can catch these trends easily, Kuncicky says.

Acme Tools uses its databases to produce vendor-exclusive catalogs by finding buyers of that vendor’s brand. “We deliver highly targeted promotions by mailing only to the buyers of a particular brand of tools,” says Vice President Paul Kuhlman. “It’s a win-win for us and for our manufacturers.”