BORIS GENDELEV

PRINCIPAL

Boris, a Principal at B2BMarketing.com, has been a database marketing professional since 1983. He delivers value to clients with hands-on marketing data warehousing, software development and analytics. He has also spearheaded data process quality initiatives, including the innovation and modernization of the database services practice at a major service bureau. Throughout his career, Boris has consistently delivered substantial cost savings and strategic insight to his clients via segmentation and lifetime value studies, channel interaction analysis, product affinity investigation, and longitudinal contact optimization.

Prior to B2BMarketing.com, Boris joined Wheaton Group as a Principal in 2002. Even earlier, he was Vice President of Database Technology at Experian Marketing Solutions in Schaumburg, IL. There, his experience in quantitative and business analysis, and expertise and thought leadership in database management, data quality and systems usability, resulted in the delivery of cost-effective and flexible marketing databases and business intelligence systems to Experian clients.

Earlier, Boris was a database-marketing consultant and software developer with Precision Marketing, Inc., and prior to that with Foote Cone & Belding Direct Marketing Systems. He developed cutting edge software systems that emphasized rapid and powerful data aggregation, campaign segmentation and selection, and analysis.

Prior to entering the database-marketing arena, Boris was a Systems Designer for Martin Marietta Data Systems, where he developed statistical reporting and data auditing systems.

The following is a representative sample of marketing database projects spearheaded by Boris during his career: Backroads, Bedford Fair/Willow Ridge, Burpee, CDW, Dell, Excelligence Learning Corporation, Godiva Chocolatier, Golf Digest, Golf for Women, GTL, Hanna Andersson, J. Crew, Jos. A Bank, Reliable Office Supplies, Ross Simons, Spiegel (e-business), The Good Guys, The Growing Family, and Tweeds.

In addition, significant consultation has been done on the following database builds, with a focus on analytics-focused marketing database content: AIG, BOSE, CitiCorp, Crate & Barrel, Disney Direct, Ethan Allan, Hickory Farms, J. Baker/Repp, Lillian Vernon, Limited Too, Micro Warehouse, National Association of Realtors, Office Depot, One Step Ahead, Providian Financial, Reiman Publications, Sears, West Marine, and Wine Country Gift Baskets.

Boris's articles have appeared in database marketing and database technology publications, and he has presented at several database marketing and data warehousing conferences. He has an MBA from The University of Chicago, and a BS in Computer Science.