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38&39: Data Audit Creates Actionable Insights and Business Intelligence For Major Furniture Retail Partner; Part 1&2

Written by Michelle Toivonen Director of Strategic Marketing

Our Analytics Team Can Provide Business Intelligence You Need to Grow

One of the benefits of working with Midwest Direct is the depth of resources available to you to build your business. We regularly help clients review the business we do with them to see what does what, what needs improvement and to share industry trends and updates they may want to integrate into their own best practices.

In episodes 38 & 39 of The Plus Podcast, we interviewed Jean DePalma, Director of CTRAC Direct, on the power of a data audit, offered to partner clients of our data division. Listen in to hear Jean explain how a partnership review can help create visibility into your data, and accelerate your marketing plans. In episode 38, Jean shares an overview of what a partnership review includes and gives examples.   

Episode 39 encompasses one of our most extensive partnerships reviews with a national furniture retailer. We sat down with Gary Seitz, VP of CTRAC Direct, and Jean DePalma, Director of CTRAC Direct, to discuss the findings from this audit, and how this partnership review helped their robust, in-house marketing team with deeper analysis to inform and accelerate their growth. Precipitated by the arrival of a new CMO, the marketing team requested a full data audit to get a better understanding of the services currently provided to their account, a summary of workflow and processes between our data division and their marketing team, and any recommendations or opportunities available to them to further enrich their understanding of the data and marketing strategy.

Over the course of a 12-year partnership, our service offering evolved from data entry, basic mailings, and post mailing analytics, to creating and maintaining online access with near-live reporting in a relational database with millions of historical customer records. As with most partner clients, this account had continually upgraded their reporting with frequent requests for new custom reports and analysis of the findings. Example requests for reports included, “Can you create an automated report process to help us map the three closest stores for this customer particular segment” and “Can you help us create tracking to utilize customer purchasing history to assign a RFM (recency, frequency, and monetary) code, and calculate LTV (lifetime value)” allowing our team to be more targeted with messaging. Our data division empowered this client with full access to all reporting built for them through their private, web-enabled portal. This easy access to business intelligence allowed the retailer to continuously improve their growth and customer acquisition over twelve years, moving from a regional to a national retailer. 

Need better business intelligence? Want to partner with a team to help you accelerate your marketing efforts? Contact us today at

Listen to this episode of the Plus Podcast with Gary Seitz and Jean DePalma to learn how our team can help you interpret your data and advise you with actionable insights for your next marketing effort.


Part 1: 

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Part 2: 

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Jean DePalma

Gary Seitz

Michelle Toivonen


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To learn how we can help you achieve your marketing goals with our mailing, data, strategic marketing, email marketing, and online advertising goals, please contact us at or give us a call at 1.800.686.6666.


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