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?
Merchandising Challenge vs. Recession
Let's pretend you have a traditional apparel business with five categories. Mens Womens Co-Ed Kids Home You run your comp se...
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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... -
Just $0.99 folks (click here) . The new Marketing Leader has a short window to make a difference, to set a tone for the upcoming year...