May 10, 2017

Follow-Up To Classic Catalog Analytics Blunder Article

This was the article yesterday (click here).

There are a few things I need to follow-up on.

(1) If your vendor tells you that you do not need to execute Mail / Holdout results for catalog marketing (or for email marketing), find a new vendor. They are purposely hiding something from you (hint - it could be the truth).

(2) If your catalog marketing team is not conducting Mail / Holdout tests, ask them why. They must give you a credible answer. If you don't get a credible answer, be worried. You need to generate profit ... now.

(3) If your Executive Team says you cannot execute Mail / Holdout tests because you will lose sales, fine, execute small cell count tests over 4-12 months instead of large cell count tests each month. Executive Teams are frightened by sales declines ... they lose their jobs over sales declines. Their incentives/salary are at odds with your testing plan.

P.S.:  (1) is probably most important. The Catalog Vendor Industry has a vested (and strong financial) interest in not executing Mail / Holdout tests. If you get pushback from your vendor today, listen carefully to the pushback they provide. Mail / Holdout tests in catalog marketing, made popular in the late 1980s, are easy to execute and quickly reveal truth. Why are folks afraid of the truth?

Page Counts When Bifurcation Helps Best Customers

Yes, your catalog customer file bifurcated ... with a minority of best customers needing more catalogs and a majority of your total file ...