November 16, 2010

Hillstrom's 2011 Almanac ... Sample #2

Here's another sample from the upcoming book "Hillstrom's 2011 Almanac."

May 17

Now that you have the trade area for each store, record the information in your customer database.

Migrate the following segmentation attributes to your web analytics platform:
  • Visitors who do not live in a store trade area.
  • Visitors who live in one retail store trade area.
  • Visitors who live in zip codes that are part of 2+ store trade areas.
Analyze the living daylights out of this.  Customers/visitors who are saturated by retail stores behave different than do customers/visitors who do not live near a retail store.
-
Labels:

No comments:

Post a Comment

Subscribe to: Post Comments (Atom)

Hillstrom's Targeting: Value of Primary / Secondary / Tertiary

Ok, let's look at a practical example of Primary / Secondary / Tertiary categorization of merchandise categories. In this case, we ...

  • Life Tables and Welcome Programs
    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...
  • The Great Eight
    We spent the past two weeks talking about the events and influences that shaped what I call "The Great Eight". My Influence...
  • Lifecycle Marketing and Touchpoints: Geeky Math
    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...