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?
Parsing Long-Term Value
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