January 30, 2007

Multichannel Forensics White Paper

My articles about 'Multichannel Forensics' have created a lot of interest on this blog. In response to your interest, I created a document that outlines the concept of Multichannel Forensics, and its application to products, brands and channels.

Here is a link to the document: MineThatData's Multichannel Forensics

The document provides a reasonably short overview of concepts from my first book, and from a book I just finished writing, to be released this summer. This is a working document, so please provide your feedback. You are free to share the document with anybody you think would benefit from the information.

For those of you who are trying to understand how customers migrate across products (Books, CDs, DVDs), brands (Banana Republic, Gap, Old Navy), and/or channels (Catalog, Online, Retail), give this document a thorough read.

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Oh, It Adds Up

Let's look at an example. You have a winning item. It sold 50,000 units last year at an average of $30.00 each, for $1,500,000 in sales....