tag:blogger.com,1999:blog-32202893.post7610952469167619453..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Multichannel Customers And AdvertisingUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-32202893.post-87367057971331826432008-03-29T09:38:00.000-07:002008-03-29T09:38:00.000-07:00I wouldn't share the findings unless the results w...I wouldn't share the findings unless the results were validated via test/holdout panels.<BR/><BR/>For most of the folks in the catalog industry, internet customers could go from being contacted 17x per year to 7x per year ... they'll see a 15% drop in sales, with a significant increase in profit. <BR/><BR/>If desired, the ad dollars are reinvested in online marketing, resulting in a net increase in total sales, and a net increase in total profit.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-55047594902111554562008-03-29T09:00:00.000-07:002008-03-29T09:00:00.000-07:00I gather that your recommendation to eliminate mul...I gather that your recommendation to eliminate multichannel marketing to those who buy 100% online is based on actual experience. <BR/><BR/>In other words, when you dropped other media contact with the 100% online buyers, you saw NO drop in profits. In fact, you saw an INCREASE in profits by spending less for the same sales to this customer segment.<BR/><BR/>When faced with this data, some marketers might conclude that 100% online purchase does not preclude the idea that such customers spent more and more often because of the synergistic effect of other media.<BR/><BR/>Your recommendation counters what most direct marketers have experienced.<BR/><BR/>I would recommend that any marketer set aside a control cell to test this concept for their company and industry before adopting it.<BR/><BR/>I know that you would recommend testing it thoroughly before rolling out your proposal?<BR/><BR/>Teddmcghttps://www.blogger.com/profile/02848109396803298279noreply@blogger.com