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

Chris Lynde, vice president of Experian Direct Tech, Broomfield, CO, explains: If you can build a better picture of your customers and prospects with relevant data available, you can be more predictive of how people will buy from you.

Koslowsky agrees, stating that, typically, a model contains between five and 15 data elements. These concepts apply to all catalog operations, but business-to-business (b-to-b) firms take analysis a step further.