tag:blogger.com,1999:blog-32202893.post4848579133693310725..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Separate AudiencesUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-32202893.post-79193450981264978852008-02-25T13:51:00.000-08:002008-02-25T13:51:00.000-08:00No argument with your comment, thanks for sharing ...No argument with your comment, thanks for sharing with our audience!!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-36793904127699229442008-02-25T07:29:00.000-08:002008-02-25T07:29:00.000-08:00I think you're right Kevin, with a twist. People ...I think you're right Kevin, with a twist. People are focusing on their best customers but they don't know it. <BR/><BR/>They mail (especially online) everything to everybody but the majority of the sales come from active best buyers. So there is an incredible amount of waste in the system.<BR/><BR/>The trick is to understand where the incrementality kicks in as the customer cycles through the relationship.<BR/><BR/>With interactivity on the table, the customer is most likely to self-serve in the "middle" of the relationship. This means catalogs can best serve (incrementally, that is) the "ends":<BR/><BR/>1. Acquisition, when the customer does not start on the web. This is somewhat equivalent to Brand advertising / serendipity, e.g. customer did not know about / would not search for your products or company. The catalog starts the relationship, which plays out online or offline.<BR/><BR/>2. Retention, after the customer begins to dis-engage from interactive. Expanded choices or related categories, other books<BR/><BR/>3. And of course, you will have folks who are catalog only.<BR/><BR/>This is what I have seen, anyway.Anonymousnoreply@blogger.com