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

Jen Sprague, vice president of marketing at IMarket Inc., Waltham, MA, explains that b-to-b marketing is different than consumer marketing because "you're not only modeling the behavior of the contact in your database, but also the behavior of that company site. If a particular contact leaves the company, it doesn't necessarily mean that the behavior of the site changes." This leaves b-to-b catalog companies with many data variables to assess.