TBC Corp. (which took Midas private last year for $173 million in cash) needs to improve its email marketing efforts. For too long, the tire giant hasn’t been properly leveraging consumer
data, John Kavaliauskas Senior Manager of CRM, Loyalty & Data Driven Marketing at TBC told attendees of MediaPost’s Email Insider Summit on Thursday. Trying to turn the corner, the company
is currently developing a marketing database that will boast far more consumer data, according to Kavaliauskas. One issue is that TBC doesn’t really “know” a customer well until
they’ve visited its Web site or a physical retail location two or three times, which can take over a year, Kavaliauskas said. “In many cases, we don’t even know their gender,”
he said. That said, there are “other external data soucses that can help that along,” Kavaliauskas added. "This year is all about testing -- test, test, test."