Using the Right Kind of Data (2,213 words)

She adds that any major alteration in the way you do business, such as a change in your product mix, will spell a need to update or re-create your models.

More Predictive Future

Obviously, the most relevant data for catalog companies comes from their own house files and those of other catalog firms.

However, Lynde feels strongly that marketers can learn a lot about consumers' behavior by bumping their files against a different industry's database.