TITLE

Fingerhut uses optimization to reduce cascade of catalogs

AUTHOR(S)
Beeler, Amanda
PUB. DATE
June 2000
SOURCE
Advertising Age;6/5/2000, Vol. 71 Issue 24, p35
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports that Fingerhut is maximizing the rate of return from its direct mail advertising and commercial catalogs with the assistance of optimization technology from IBM Business Intelligence Consulting and Services. IBM developed a horizontal marketing concept that looks at a customer relationship over time.
ACCESSION #
17725520

 

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