At every step in the marketing funnel, data can improve results
By Kevin Sheetz
When marketing to consumers, identifying prospective customers is only the beginning. Sending them solicitations is …
A snapshot of the economy behind Game Day
By Kevin Sheetz
For huge swaths of the American public, Saturdays and Sundays in fall are national holidays. …
An underutilized sign of risk: Business exits
By Kevin Sheetz
Search the internet for business exit strategies, and you’ll see plenty of methods to wind …
Better credit risk evaluation: How one lender improved its model by 50 percent
By Kevin Sheetz
Much of the public views consumer credit modeling and credit scores as tools to help …
One data source takes on two challenges: Customer targeting and income verification
By Kevin Sheetz
For lenders, finding people and businesses asking to borrow money isn’t much of a challenge. …
How to find and vet one of the trickiest customers: Microbusinesses
By Kevin Sheetz
Microbusinesses are a diverse bunch. They range from cake decorators to nano-breweries, with a few …
Forget Silicon Valley startups. The healthiest small businesses are in Olean, New York.
By Kevin Sheetz
At a glance, Olean, New York seems likes a familiar story. For decades, it has …
The secret to improving insurance retention
By Kevin Sheetz
For insurance companies, finding new customers is expensive. By some estimates, advertising and commissions can …
