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Drawing upon over 30 years of Yellow Pages
industry experience.
CRM Associates
undertakes research and analyses on behalf of the entire industry with the intent
of developing a stronger value story for the Yellow Pages medium, particularly
vis-à-vis other advertising media. We work with individual companies to
customize data so that your sales, marketing, and strategic planning teams
can obtain the greatest benefit from this information in growing your business.
We also work with advertisers to ensure that they can realize the greatest
benefit from their Yellow Pages advertising.
CRM Associates research and experience with the industry allows each
of our customers to benefit from the highest levels of industry marketing,
training, and strategic expertise at a fraction of the cost of either hiring
internal staff or using general consulting resources.
Dennis R. Fromholzer, Ph.D.
President
CRM Associates - Boulder, Colorado
Dennis.Fromholzer@crmassoc.com
Dr. Fromholzer is a leading expert on Yellow Pages
value and usage. On behalf of the Yellow Pages industry, Dr. Fromholzer conducts
an annual Measured Ad Study in which he analyzes call data trends and
opportunities from over 75,000 separate Yellow Pages ads from around the
country. As well, Dr. Fromholzer produces annual Top Headings Reports, which
document Yellow Pages value and usage based on his extensive research on over
200 individual headings. Dr. Fromholzer also produces ongoing research about who
uses the Yellow Pages and what drives their usage. In addition to his research,
Dr. Fromholzer has been a frequent speaker and trainer for Yellow Pages sales
and advertiser groups around the world.
In addition to his Yellow Pages expertise, Dr.
Fromholzer has an extensive background working with several other industries:
Director of Operations Research for United Airlines, Executive Director of
Strategy Development for U S West Communications, and Project Manager for the
Electric Power Research Institute. He also worked at Stanford’s Department of
Economics and Harvard’s Kennedy School for Public Policy.
Dr. Fromholzer received a Ph.D. and M.S. in
Engineering-Economic Systems from Stanford University and a B.S. in Mathematics
from MIT.
He has taught Strategy Development for the
University of Colorado’s College of Business Administration and several other
client companies.
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CRM Associates - Boulder, Colorado
Barbara Heverly has nine years of experience in the
Yellow Pages industry. She assists in the development, research and analysis of
The Top Heading Reports (proprietary research for the Yellow Pages Association)
as well as numerous other CRM research reports.
Prior to joining CRM, Barbara was a Marketing
Manager for Dex Media, focusing on customer acquisition and retention. While at
Dex, Barbara was instrumental in the development of a Return on Investment
analysis tool. Barbara also has extensive marketing and finance experience
working in the Life Insurance and Public Accounting industries.
Barbara received an MNM (Masters in Nonprofit
Management) from Regis University and a B.S. in Business Administration from the
University of Colorado and holds an Inactive Status CPA designation.
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CRM Associates – Boulder, Colorado
Shelly McCarron has been a Research Associate with
CRM since 2002, assisting in the development, research and analysis of The Top
Heading Reports (proprietary research for the Yellow Pages Association),
Metered Ad Studies, Ad Content Study, and Where People Shop reports.
Previously, Shelly managed the office for a
construction company and worked in the non-profit sector maintaining and
improving a mountain lodge, mentoring college students, taking clothing and
personal items to impoverished people in Mexico, and cooking for retreat
groups.
Shelly has a B.S. in Business Administration from
the University of Colorado.
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Lisa Niles
Research Associate
CRM Associates- San Antonio, Texas
Lisa Niles has been a Research Associate with CRM Associates since 2002. She
assists in the development of the Top Heading Reports (proprietary research for
the Yellow Pages Association) and the Metered Ad Study.
Lisa has had over 12 years experience in the Yellow Page industry. Prior
to joining CRM Associates, Lisa started in the Yellow Page business in 1992 as
an assistant to owner at Southwest Publishing Company in Tulsa Oklahoma. Lisa
managed all company operations (sales, production, distribution, HR, finance,
customer service) from 1993 through 2002 until moving to Colorado in 2002.
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Angie Osborne
Research Associate
Angie Osborne has worked with CRM since 2005, doing
support work on Metered Ad Studies and the Top Headings Reports. She also
provides graphic support for CRM Associates. Her
prior work includes administrative, publication and graphic design duties at
Calvary Bible Church in Boulder. In addition to CRM Associates, she is currently
managing a home-based business and raising two little girls with her husband in
Erie, Colorado. Angie majored in broadcast journalism
at the University of Colorado. Top of Page
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