Tomarkin, President and Founder
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After graduating from the A.B. Freeman
School of Business at Tulane University in 1990, Craig joined InterData (a
privately held spin-off of DMB&B's direct marketing group), where he
immediately became a key member of the GM Card launch team. His sophisticated
financial models were used to establish the expected business case and allowed
them to play what-if scenarios on pricing, product configuration, and rewards
payments. In the first year of business, the program booked five million
accounts, the most successful launch of its kind.
After the launch,
the U.S. model was updated to include program data and drove decision making
for ten years, including the decisions to:
the partner program
Eliminate the gold card product
Shift to a new tiered rewards program
Other career highlights include:
Dart Recommendation Engine, a propietry
system for making product recommendations based on transactions and
user preference data. Its selections can be fine tuned to promote items
based on price, availability, and other factors.
See how it works:
Demo has movies, TV shows and live performances. The
features an integrated brand map and shows how even new shoppers can influence
Unique product perceptual mapping
of Gevalia's coffees. Brands clustered into Flavored, Roasts, and Exotic.
When price was later added as a factor, the more expensive coffees moved
up the exoticness scale. This had implictions for pricing strategy, new product
positioning, and upselling the right products to the right people.
Improving Hachette Filipacchi's
magazine renewals using regression models combined with an innovative mail
strategy. Titles modeled include: Woman's Day, Home, Road & Track and
Baseballguru.com in 1998, a popular
baseball web site.
Craig has also done analysis and primary
research for other clients such as GM's automotive divisions, Bristol-Myers
Squibb, DaimlerChrysler Card, Safe-Card, Comcast, Prodigy Internet, Kraft
Foods, and Gevallia Kaffe.
He lives in Fairfield, CT with his wife
Michelle and two children, Rachel and Rebecca.