Kevin Hillstrom: MineThatData: Hillstrom's 2011 Almanac ... Sample #2

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.

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Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

You may contact kevin at kevinh@minethatdata.com.

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November 16, 2010

Hillstrom's 2011 Almanac ... Sample #2

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There Are Subtle Differences