November 27, 2007
It’s about more than just collecting the raw numbers and data. Know how to analyze that data based on what you’re looking for and what questions need to be answered from it. An expert panel at the Philadelphia Direct Marketing Association’s meeting held earlier this month addressed this issue in a session titled “Database Marketing Myths, Mistakes and Masterpieces.” Panelists David Geisinger, vice president of database marketing agency Merkle; Steve Max, e-business director of Airgas, a catalog/multichannel distributor of industrial, medical and specialty gases and related equipment to industrial and commercial markets; Perry Kahn, vice president of sales and business development at Infolure,
