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3. Segment “pure” web buyers.
When doing a matchback, you have buyers who gave a source code to either your call center or shopping cart, online buyers who didn’t give you a source code but received catalogs, and buyers who ordered but didn’t receive catalogs. Flag those who didn’t receive catalogs as “pure” web buyers and segment them separately because they respond very differently to catalog mailings.
Jim Coogan, Catalog Marketing Economics
“6 Questions to Ask When Cutting Catalog Circ, Part 2,” March 24, Catalog Success: Tactics & Tips
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