August 25, 2008

Hillstrom's Zip Code Forensics: The Beta Roster Is Complete!

Pending data from two brands, the roster for Hillstrom's Zip Code Forensics is complete ... and the roster is a spectacular blend of leading multichannel brands spanning a wide array of merchandise presentations!

Thank you so much to those who volunteered your data! It is now my job to create something that will increase sales and profit. I so look forward to doing that!

The dataset has outstanding coverage ... the full roster of brands generated over a billion dollars of sales over the past twelve months. That provides plenty of coverage to make good, reliable insights.

Most interesting is the fact that the data already debunk many of the leading hypotheses about multichannel marketing. In fact, the data strongly suggest there is a compelling geographic component to customer behavior, a geographic component that lends itself to the practice of micro-channel marketing. Multichannel marketing as we know it today struggles to fit within the framework harvested by actual customer data.

The beta roster will benefit from free updates and use of the information for a minimum of one year. Kudos to all of you willing to take a risk on a new product, I am very appreciative!


  1. Anonymous4:26 PM

    Hi Kevin,

    have you seen Greg Sterling's blog?

    The above articles may be relevant to your finding "a compelling geographic component to customer behavior".

    Greg is "consistent(ly) rating and raving about it" :)


  2. Based on your recommendation, I just subscribed!

    The key for this project is going to be to keep the # of segments to a small number, so that they are actionable for overwhelmed catalog marketers. There may be development of another segmentation scheme that is more complex and appropriate for online marketers.

  3. Anonymous9:45 PM

    Why thank you - I've gotten so much info/ so many laughs from your writing I am happy to give something back.

    "more complex"? I'm struggling just to maintain a semblance of keeping up with you at the moment!



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