April 29, 2012

Dear Catalog CEOs: Attribution Week

Dear Catalog CEOs:

This week, we're going to tackle a concept known to the catalog industry as the "matchback", or to the rest of the world as "attribution".

As you already know, our industry incorrectly associates many online orders with the mailing of a catalog.  Based on mail/holdout tests, we know that some customers will continue to spend money, half or more of their dollars, when no catalogs are mailed.

This is not something that the vendor community wants for you to know.  The entire vendor ecosystem benefits when we over-attribute online orders to catalogs.

This week, we'll look at examples of mail/holdout tests.  We'll more accurately understand how catalog marketing impacts a business.  You'll be much more profitable if you adhere to the knowledge learned in the series of posts that will be published this week.

Good luck!

1 comment:

  1. Anonymous8:03 PM

    il concepteur principal développé des bagages pour les amateurs de vacances tout au long de Venise à partir des années 1800 au sein rapide. Tout au long de 1854, Louis Vuitton Pas Cher a lancé la création de son propre fournisseur de qui visait à créer des bagages. Il continue à bagages de style pour des délais nombreux et a également lancé la création de sacs à travers 1892 que ne peut évidemment être exactement ce que cette société peut être réputée pour aujourd'hui.


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