Managing the Flood of Web Buyers, Part 4
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Jim Coogan
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4. Measure the incremental sales and profitability when you mail your Web buyers with a mail vs. no-mail test.
Above all else, always be prepared to answer the question, “Wouldn’t I have gotten those orders anyway?”
Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net .
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- People:
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Jim Coogan
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