Jim Lewis

By Rachel McLaughlin In this age of information, marketers are constantly trying to learn more about their customers. Over the last few years, countless time and energy has been spent on building databases, compiling as much information as possible about each and every customer—what he or she buys, how much he or she spends—as well as demographic and geographic data. However, when it comes to using this information to create a more effective marketing campaign, direct marketers fall short of its full potential. While this information has been used to decide whom to mail to and when, the data can also be used to

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