A CEO’s Guide To Catalog Circulation ’08 (Part 1 of 3)
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Second, conduct the test among customers who’ve purchased both online and via the phone/mail during the past 12 months. This is the segment of customers whose matchback analyses consistently give an inaccurate view of advertising effectiveness. Many of these customers are being “trained” to use the Web for ordering purposes. If a catalog isn’t mailed to this audience, some or many of the online orders would occur anyway. The matchback analysis inaccurately assumes the catalog drove the order. There’s significant opportunity for cost savings for catalogers within this audience.
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