Comments for David Shepard Associates Blog http://www.dsadirect.com/blog Database Marketing Thought Leadership Tue, 06 Jan 2009 13:31:04 +0000 http://wordpress.org/?v=abc Comment on More Value (and profits) From “ZIP Code” Data by Rus Rempala http://www.dsadirect.com/blog/2008/10/more-value-and-profits-from-zipcode-data/#comment-18 Rus Rempala Wed, 01 Oct 2008 14:51:05 +0000 http://www.dsadirect.com/blog/?p=10#comment-18 From my standpoint, what makes this article interesting is that Williams-Sonoma is apparently using some non-traditional data sources that measure neighborhood economic change. They are looking at aggregated financial data that describes changes in home prices and credit scores in a given area over a relatively short timespan. Definitely not as accurate as looking at household financial data… but then again nowhere near as controversial. Also interesting is how the article points out that the anticipated $35mm-$40mm decrease in circulation cost, driven by better mailing selectivity, is one of the major factors that allowed them to increase the 2008 profit forecast while lowering the revenue forecast. From my standpoint, what makes this article interesting is that Williams-Sonoma is apparently using some non-traditional data sources that measure neighborhood economic change.

They are looking at aggregated financial data that describes changes in home prices and credit scores in a given area over a relatively short timespan. Definitely not as accurate as looking at household financial data… but then again nowhere near as controversial.

Also interesting is how the article points out that the anticipated $35mm-$40mm decrease in circulation cost, driven by better mailing selectivity, is one of the major factors that allowed them to increase the 2008 profit forecast while lowering the revenue forecast.

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