August 10 Question: Your catalog matchback provider tells you that $10,000,000 of total sales are matched back to those who received a catalog. Your A/B testing strategy of not mailing catalogs to customers tells you that of the $10,000,000 total ... $4,000,000 are driven by the catalog and $6,000,000 will happen anyway if you stop mailing catalogs. Which set of numbers do you trust, and how would you communicate your recommended direction to your Chief Financial Officer and Chief Executive Officer?
Hillstrom's Total Package
Yup, it's time for another booklet, this time including 80+ pages of goodies for the New Marketing Leader ... it's called Hillstr...
-
RFM is great for targeting one catalog to one customer. However, RFM is tough to manage in a multichannel environment. This becomes clear ...
-
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... -
It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...