Geoff Wolf is EVP of client strategy at the Mission, Kan.-based direct marketing agency J. Schmid & Associates.

As I began writing this column, I was immediately struck by one of the words in the deck. Using "from" suggests fitting new marketing data into an existing process integration after new initiatives are introduced, while the word "with" requires a different approach altogether, indicating a process that considers the data before the initiative is launched. These are very different approaches.

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