June 05, 2016

Oh Oh - Those Online Channels

Your homework assignment was to talk about customers who purchased via Email, Affiliates, and Search.

Notice that each of the three online marketing channels aligns next to a series of points.
  • Discounts/Promotions.
  • Multiple Items per Order.
  • 2nd Order.
  • 3rd - 5th Order.
  • Co-Op Orders.
  • Product Category 06.
  • Product Category 07.
The co-op order issue is odd, given that these should be first orders, unless lapsed customers are reactivated with co-op overlays, which can happen.

But otherwise ... what happens to the customer who is acquired via low prices on print ads?
  • The customer uses online marketing channels to apply discounts/promotions that lead to orders from Product Categories 06 / 07 and have multiple items in the order.
Homework Assignment:  Tell me what aligns with orders from housefile catalog mailings?

Profit per New Customer

It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...