Database Marketing: Mining for Gold

Categorical Collection

At HP Home and Home Office Store, consumers’ total online store behavior isn’t just what the company’s marketers are interested in. They also want to know what consumers did while visiting different categories within the Web site and how they used the site’s functions. This, according to Catherine Paschkewitz, HP Home and Home Office Store’s manager of consumer marketing, enables the company to better optimize the technical features of the site while enhancing its marketing efforts.