How Do Digital Channels Interact With Catalog Marketing Efforts?

Here's the test result we've discussed this week.

There is so much to digest within the table. The impact of catalog marketing on digital channels can easily be observed in the table. Your attribution rules clearly come into focus here.

Email Marketing:

• The catalog essentially has no impact on email marketing. About 4% of email demand is "caused" by the catalog.

Search Marketing

• A different situation. Half of Search Marketing demand is caused by the catalog ... the other half of Search Marketing demand happens independent of the catalog. Since the catalog causes half of Search demand, the catalog should get credit for the demand it pushed to Search ... and ... and, the catalog should be penalized for the ad cost in Search that wouldn't have to be spent had the catalog not been mailed.

Paid Social

• A similar story here. 60% of Paid Social demand still happens if catalogs are discontinued. The catalog should get credit for 40% of Paid Social demand and should have to absorb 40% of Paid Social expense.

The results of the test inform your attribution rules. Not just inform them, they determine your attribution rules!

So, that concludes our study of this one mail/holdout test. If you believe in doing the right thing for your company, you'll keep pushing this rock uphill. It will be an exhausting experience. It will be a worthwhile experience - protecting your company well into the future.

Question? (kevinh@minethatdata.com)