Managing the Flood of Web Buyers, Part 4
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Jim Coogan
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In sum, here are four tips to take from this series.
1. Segment by channel — pure Web and catalog-driven Web buyers.
2. Use matchbacks to get the true results when mailing a Web buyer.
3. Optimize your Web buyers at the co-op databases, cutting out the waste of Web buyers who don’t respond to catalog mailings.
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- Santa Fe, N.M.
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Jim Coogan
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