tag:blogger.com,1999:blog-32202893.post8938997879984218578..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Expanding Upon Multichannel Business ModelsUnknownnoreply@blogger.comBlogger3125tag:blogger.com,1999:blog-32202893.post-67655626719455072542007-06-26T06:30:00.000-07:002007-06-26T06:30:00.000-07:00One more point ... you ask "how do you measure cus...One more point ... you ask "how do you measure customer introduced by catalog to company and website, say in spring campaign, who continues to order online throughtout the year without a catalog prompting them?"<BR/><BR/>The tables I illustrated point that fact out. The difference in the dollar per customer between mailed and holdout groups in the "online" column illustrate the amount the catalog truly drove.<BR/><BR/>In model three, mailing the catalog drove $3.00 - $1.50 = $1.50 online. Matchback analyses would errantly attribute $3.00 online.<BR/><BR/>In other words, the catalog drove half of the online volume ($3.00 - $1.50), whereas customers themselves (or other online marketing activities) drove the remaining $1.50 online.<BR/><BR/>This fact is poorly understood by most catalogers, and causes catalogers to significantly over-circulate, losing a lot of money.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-39662556001650142602007-06-26T06:26:00.000-07:002007-06-26T06:26:00.000-07:00There's nothing wrong with saying that the "origin...There's nothing wrong with saying that the "original" source of the customer is catalog.<BR/><BR/>However, catalog does not get credit for all future orders. This is another source of error created by catalogers and matchback vendors.<BR/><BR/>What must get credit is the marketing activity that drives sales today. In many cases, that activity is not a catalog. Maybe it is Google. Maybe it is the fact that the website is bookmarked as a "favorite".<BR/><BR/>If we expand upon that logic, then in business models four and five, we need to give the retail store credit for original source, since in many cases, those customers came from stores.<BR/><BR/>If we go to that extreme, then catalogs get little credit, and as a result, we'd never mail any catalogs.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-27159041604310929382007-06-26T04:10:00.000-07:002007-06-26T04:10:00.000-07:00Kevin,In model 2(order form) and model 3(multichan...Kevin,<BR/>In model 2(order form) and model 3(multichannel) how much are online reorders over time driven by initial catalog mailing? Meaning, how do you measure customer introduced by catalog to company and website, say in spring campaign, who continue to order online throughout year without a catalog campaign prompting them?<BR/>Can you convert a catalog customer to solely online and maintain that customer in the new channel without expense of catalog? If so, how does that fit into your models? And how does matchback analysis track that?<BR/>KAnonymousnoreply@blogger.com