So many of my Multichannel Forensics projects now include both referring URL information and catalog / e-mail promotional history.
When you have this type of information, you quickly notice that customers blend advertising strategies into a slurry of confusion that results in the same purchase the customer used to place with you fifteen years ago.
This caused our industry to dive head first into matchback analytics. We try so hard to allocate every order that happened in the past.
It might be time to view the future.
In other words, we can measure past relationships, modeling them to see what a customer might do in the future.
For instance, I notice that some customers use paid search and catalogs as a combined effort, then use paid search and e-mail as a combined effort, then use paid search, then simply purchase without the benefit of any advertising.
Identify these customers, mail fewer catalogs to them, and focus ad spend on customers who require various forms of marketing to place orders.
Omnichannel Theory / Customer Experience Theory is predicated on the hypothesis that when a customer does "more" the customer b...
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
Look at the first four rows of our life table (values of 0/1/2/3). These are the first 12-15 weeks after a customer buys for the firs...
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...