The National Geographic Society considers him an innovator when it comes to direct marketing. Through marketing analysis and statistics, this former math major can figure out what people are most likely to buy and why. Recently promoted to Director of Marketing Information and Analysis for the National Geographic Society, Anastasio oversees the awesome task of targeting potential customers from a database of 36 million names. Give data to Anastasio and his staff of nine and they'll create statistical profiles to determine who is most likely to subscribe to NGS's four magazines or purchase catalog items, books, or videos. Anastasio isn't a mind reader.
Direct marketing is a precise science based on statistical analysis.
We can determine with pretty good success who will buy our different products. It's our goal to send mail that gives us a reasonable shot at getting a response. National Geographic Magazine, published for the last 111 years, is one of the most recognizable brand names in the country. That makes one part of Anastasio's job easier. The magazine with the yellow border, dramatic photographs, and articles on exotic lands and nature still captivates nine million readers.