Circulation: Use Regression Analysis to Optimize Catalog Circ and Sales Data

By Orest Protch

¥ Raise the discount offer for West Coast customers.

¥ Lower the initial cost on the West Coast.

¥ Change marketing and advertising strategies on the West Coast.

¥ Target different consumers on the West Coast.

¥ Abandon West Coast mailings to the competition.

These are some of the benefits of using regression analysis. It gives you the data you need to determine, in this scenario, how discounts affect sales. It indicates where you’re strong and where you may have a problem. Minimizing marketing and advertising overheads while maximizing sales and profits, after all, is the name of the direct marketing game.

Orest Protch is an Alberta, Canada-based merchant and freelance writer. Contact him at: (780) 539-0040 or via e-mail at: oprotch@telusplanet.net.