All companies want the most bang for their marketing buck, but it’s not always easy.

Yet Infinite Electronics Inc. says it accomplished that goal recently by implementing a data and analytics system. The result: a much greater emphasis on generating more business from existing customers.

Efficient use of marketing dollars can be a challenge for a sprawling parent company such as Irvine, Calif.-based Infinite Electronics, which has 13 brands, each with its own ecommerce site, supplying electrical components and equipment to more than 100,000 customers in various sectors. They include some of the nation’s largest aerospace, telecommunications, and military suppliers such as Boeing, Raytheon, Lockheed Martin and Verizon.

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