January 4, 2010, 12:00 AM

Direct marketing firm Proclivity hires a technology veteran

Proclivity has hired William Baxter as vice president of technology. He will be in charge of technology development and implementation.

Proclivity, a direct marketing firm for e-retailers, has hired William Baxter as vice president of technology. He will be in charge of technology development and implementation.

Baxter has more than 20 years of experience in technology development, working with such companies as e-mail marketing vendor Experian CheetahMail and financial news service Bloomberg L.P.

“Proclivity Systems offers marketers the first technology to truly forecast what individual customers want to buy, for how much and when. Proclivity takes a lot of the guess work out of retail marketing by giving marketers the power to communicate with consumers effectively," says Baxter. "Proclivity’s ground-breaking technology offers an exciting array of possibilities for future development and enhancement of the platform. I`m thrilled to be part of an ardent management team positioned at the forefront of information technology."

Prior to joining Proclivity Systems, Baxter was managing member at data-mining vendor FocusDB LLC. Before that, Baxter helped develop CheetahMail’s core infrastructure and the technology used in an updated version of the company’s product.

"Proclivity has seen tremendous growth in the last year,” says Sheldon Gilbert, founder and CEO of Proclivity Systems. "William’s deep experience with rapid processing and evaluation technologies will enhance our offering and continue to build on the momentum we’ve gained.”

Proclivity gathers all of a retailer`s consumer data and assigns each consumer a projected value for the retailer. Marketers can then use this data to develop targeted marketing campaigns based on each shopper’s value and forecasted willingness to buy.

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