In the old days of the National Basketball Association, you got three free throws to make two shots.
We need to pay attention to this type of trend.
It is better to mail three 80 page catalogs than it is to mail two 128 page catalogs.
It is better to acquire three online customers at $10 future profit per customer than it is to acquire two 55+ rural shoppers via print at $14 future profit per customer (heck, it is better to do both!).
It is better to send three email campaigns per week to your most loyal email subscribers than it is to mail two email campaigns per week to everybody.
Think about the ways you can maximize three smaller events over two bigger events.
Page Counts When Bifurcation Hurts All Other Customers
Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...
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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... -
In our simulation, we learn that there are different definitions of Carrying Capacity. If the CFO demands that we maximize profit o... -
You probably run Life Tables for your customer file, right? Right? They've been around forever ( click here for a reference f...