Recommend content Use this action to display one or more pieces of content that you want to show to customers on store pages (for example, store advertisements or messages, any graphical or textual marketing message). Recommend category This action displays one or more categories in an e-marketing spot on a store page when using a Web activity. Display Merchandising Association Use this action in a web activity to display one or more predefined merchandising associations in an e-marketing spot on a store page. For more details on actions in marketing activities, see the WebSphere Commerce Information Center at the following Web page: http://publib.boulder.ibm.com/infocenter/wchelp/v7r0m0/topic/com.ibm.co mmerce.management-center.doc/concepts/csbactions.htm 1.4 Working from statistics Success in a precision marketing campaign depends on the function of both the quantity and quality of the data from which the new promotional insights are formed. There are many reasons why companies have not successfully embraced and implemented technical infrastructures, business processes, and organizational controls necessary to exploit their growing data source. One way to get relief from this situation is to capture and integrate the relevant customers' data, a prerequisite to build a substantial marketing solution that can increase business value. With robust information, a customer database can be the organization's most valuable asset and the data can be consistently updated, cleaned, and maintained similar to any other critical and highly valuable information assets. To call in the statistician after the experiment is done may be no more than asking him to perform a post-mortem examination; he may be able to say you what the experiment died of. - R.A. Fisher In IBM Management Center for WebSphere Commerce, all campaigns, activities, experiments, and statistics are gathered and stored automatically in designated database schema. Business users can view these statistics by opening the Chapter 1. Precision marketing 19