For instance, in this catalog example, we predict two things.
- We predict the Response Rate to a future catalog.
- We predict the Average Order Size for a segment being mailed a future catalog.
|$ Per Book||$2.25|
The marketing world of 2009 requires a different level of sophistication.
In the future, we will change the planning and prediction process. This segment will be split into two sub-segments.
- Subsegment #1 = Customers with the same RFM-style classification, but never historically purchased using Paid Search, Affiliates, or Shopping Comparison Sites.
- Subsegment #2 = Customers with the same RFM-style classification, but historically purchased using Paid Search, Affiliates, or Shopping Comparison Sites.
|Subseg #1 ||Subseg #2 |
|$ Per Book||$2.25||$2.25|
|Pred. Search/Aff/SC Cost||$0.02||$0.18|
In this example, Subsegment #2 generates additional expense, because they like to use Paid Search, Affiliates, and Shopping Comparison sites after receiving a catalog. Therefore, we have to predict what the amount of incremental expense is likely to be. The same level of prediction is required to properly manage future e-mail campaigns.
For Statistical Modelers, this opens up a whole new area of exploration --- it's like drilling for oil in areas where exploration was prohibited.
For the Catalog Circulation Director, this gives you the opportunity to fundamentally change the contact strategy for self-service online shoppers, while generating a boatload of profit for your brand.
For the E-Mail Marketer, you have a once-in-a-lifetime chance to motivate your Executive team to deliver e-mail campaigns to unprofitable customers less often --- and you'll have the proof!
For the vendor community, especially for matchback vendors, you have a whole new product you can develop --- one that integrates purchases and expenses in a holistic and actionable manner. Or maybe the folks at Coremetrics or Omniture can get a jump on the catalog vendor community, and take ownership of this new opportunity.
Best of all, all of you e-mail vendor employees who regularly read this blog have a chance to build an application that improves the profitability of e-mail marketing efforts for your clients --- a good thing!!!