Database Marketing: Mining for Gold

Baum concedes that Web technology does allow companies to view information that catalogers wouldn’t have dreamed of accessing before the Internet revolutionized the industry. The Guild works with San Mateo, Calif.-based analytics firm Coremetrics to review elements such as what pages get viewed, what products get viewed, and what items get put in shopping baskets only to be taken out. “We’ll also look at what items are bought when they go up on the Web site, before they go into a catalog,” Baum explains.