Jim Fulton was a long-time Lands' End guru, and is now one of the preeminent thought leaders in the field of customer understanding and Multichannel Forensics. Like me, he uses sophisticated programming code to derive consumer insights that most web analytics and business intelligence tools fail to identify.
Mr. Fulton also understands the importance of the foot soldier, the computer geek, the individual who harvests the insights that help increase bonus levels for the multichannel executive.
Though this article was written several years ago, it is still relevant today. Why not give "Thoughts on the Selection, Care, and Feeding of Direct Marketing Geeks" a try, a presentation Mr. Fulton once gave to the Seattle Direct Marketing Association.
Hillstrom's Multichannel Forensics and Hillstrom's Database Marketing are both available at For Better Books or Amazon.com.
Hillstrom's Multichannel Secrets is available at Lulu.com!