Database Marketing: Mining for Gold

Phil Donahue, vice president of strategic accounts at King of Prussia, Pa.-based catalog design firm Catalogs by Lorel, illustrates an example of how this data can be applied: One Lorel catalog client, after studying the traffic on its Web site, recently determined that a product it had opted to exclude from its catalog was, in fact, proving popular on its Web site. Based on this, the cataloger folded the product back into the catalog, and as a result, both print and Web sales took off.