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!
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
If you don't like geeky math, please skip this post, because I am about to show you how the sausage is made! I have eight variables in...
Remember our e-commerce customer from yesterday ... 50% organic, 50% catalog driven? We mail a catalog, and the $3.00 matchback outcome is ...