tag:blogger.com,1999:blog-32202893.post7563439991895272247..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Dear Catalog CEOs: SearchUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-32202893.post-40463500980725476472011-01-24T07:47:47.799-08:002011-01-24T07:47:47.799-08:00Yes, go ahead and turn on/off ads selectively, tha...Yes, go ahead and turn on/off ads selectively, that's fine.<br /><br />The point of the article was to demonstrate how one might analyze whether search is appropriate within a catalog marketing environment.<br /><br />This is a mail/holdout result, so the results are not for search customers, but rather, the results indicate how all customers responded to search ... there are search customers and non-search customers in each test group.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-10589801823433130872011-01-24T06:13:18.541-08:002011-01-24T06:13:18.541-08:00Hi Kevin, I'm a bit confused. It seems to me ...Hi Kevin, I'm a bit confused. It seems to me if the numbers indicate that the cohort spent the same amount (in your second to last para: $5 each) wouldn't that suggest that it is the catalog that is unnecessary for that subset? <br /><br />We in the search space can't selectively serve ads based on who's on your housefile and who isn't; the engines serve the ads, so we can't target browsers at this level. Turning off search would mean turning off ads for those who do receive catalogs and for those valuable new-to-file folks who don't know your brand. Seems like the wrong lever to pull.<br /><br />Am I missing something?George Michiehttp://www.rkgblog.comnoreply@blogger.com