Northern Tool + Equipment Co’s marketing team faced some very real challenges: The company had very good knowledge about catalog customers but no good data about the 3.5 million retail customers who represented 22 million transactions a year. Because many customers shop through more than one sales channel, Northern Tool knew it was missing opportunities to market more effectively. Databases and marketing for each channel – retail, Internet and catalog – were managed in isolation. Today a modern campaign management helps tackling multiple challenges along the marketing management process effectively.
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