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The best firearm-ownership tracking in the world? Right here in the U.S. of A.
But it's being done by the guys selling the guns. 
Cabela's building on gun sale gains by leveraging data
(snip)
Leveraging data to increase revenue is common in retailing. But experts say Cabela's, a $4.7 billion market-cap company whose roots trace back to the direct mail business selling fishing flies that Dick and Mary Cabela started at their kitchen table in 1961, has one of the most sophisticated customer-tracking and analytics programs in the industry.
"They have one of the best flows of information on someone who is involved in camping or hunting," Anderson said. "They may live in remote Wyoming, but Cabela's knows precisely how much they spend on an annualized basis. Their data gives them the precision to locate stores like no one in the industry."
(snip)
Data collection begins as customers, whether in-store, online or from one of the more than 100 catalogs the company publishes each year, are lured into joining Cabela's Club Rewards loyalty program or sign up for its Club Rewards Visa card. Customers are prompted to use accumulated points at checkout, creating a positive feedback loop.
(snip)
In 2007, Cabela's launched a new data analytics program, built by Teradata, that integrated figures from across all of its retail channels. The system allows someone in the marketing department, say, to access a single day's sales data by the next morning, and launch an email marketing campaign to boost sales. Previously, that process would have taken several days.
Read More: http://www.cnbc.com/id/100910816
(snip)
Leveraging data to increase revenue is common in retailing. But experts say Cabela's, a $4.7 billion market-cap company whose roots trace back to the direct mail business selling fishing flies that Dick and Mary Cabela started at their kitchen table in 1961, has one of the most sophisticated customer-tracking and analytics programs in the industry.
"They have one of the best flows of information on someone who is involved in camping or hunting," Anderson said. "They may live in remote Wyoming, but Cabela's knows precisely how much they spend on an annualized basis. Their data gives them the precision to locate stores like no one in the industry."
(snip)
Data collection begins as customers, whether in-store, online or from one of the more than 100 catalogs the company publishes each year, are lured into joining Cabela's Club Rewards loyalty program or sign up for its Club Rewards Visa card. Customers are prompted to use accumulated points at checkout, creating a positive feedback loop.
(snip)
In 2007, Cabela's launched a new data analytics program, built by Teradata, that integrated figures from across all of its retail channels. The system allows someone in the marketing department, say, to access a single day's sales data by the next morning, and launch an email marketing campaign to boost sales. Previously, that process would have taken several days.
Read More: http://www.cnbc.com/id/100910816
