tag:blogger.com,1999:blog-32202893.post8869716722131379840..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Dear Catalog CEOs: Co-OpsUnknownnoreply@blogger.comBlogger2125tag:blogger.com,1999:blog-32202893.post-45765997055508466962009-12-02T21:29:02.362-08:002009-12-02T21:29:02.362-08:00Co-ops certainly aren't harmful ... but the CE...Co-ops certainly aren't harmful ... but the CEO must have reporting that demonstrates that the merchandise that the co-op customer purchases is distributed similarly to other channels. At times, this is not the case, and when it isn't the case, the co-op puts the merchandising team in a very difficult position.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-20803764888993197272009-12-02T03:07:22.888-08:002009-12-02T03:07:22.888-08:00Kevin, I aggree with your warning against outsourc...Kevin, I aggree with your warning against outsourcing core-competencies. However co-ops are important sources of "cheap" names. We (and many others in Germany) decided to take these names and measure them like another list. We look at them in terms of performance, re-purchasing behaviour etc. We take those names and compare their response-rates in other channels and against other lists.<br /><br />Yet we do not know the "models" co-ops apply to sort out the best names. We always thought we are in a "what"-business, not a "why"-business. After all, if the model works, they get a higher priority in the merge/purge. So we add more customers whom we do not know in terms of their "other" behaviour.<br /><br />Do you think this is harmful? We continue to rent other lists and test and test and test and test ... and measure and measure and measure and measure. We try to keep the intelligence inhouse. Isn't this a way to overcome the "threat" of the co-ops?<br /><br />More oftenly, I see catalogers work with consultants doing all the list selection. This is another way of outsourcing BI.Martin Gross-Albenhausenhttp://twitter.com/grobinoreply@blogger.com