"Cultural Arm Wrestling"™

In many retail organizations merchants and marketers often find themselves in arm wrestling matches over customer data. Merchants are focused on what product is sold and marketers are focused on who has purchased the product. Since the retail industry has largely been a merchandise driven industry, it is understandable that much of the transactional data retained has focused on product sales, product margin, product turn, etc. Arm wrestling over who "owns" the data within the organization, who determines how it will be used, who has access to it, etc. are common among retail companies of all shapes and sizes. At Pareto™ Marketing we combine these two equally important perspectives of what is being sold along with who is buying it. This results in a synergy of information which brings greater clarity to consumer purchasing patterns. By integrating product data and product expertise of merchants with customer data and customer insight from marketers, the organization as a whole ends up the beneficiary of greater profits and more consistent sales gains.