Measuring Sales by Channel: Web vs. Call Center
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Jim Coogan
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1. Source code the mix of Web orders and call-center/mail orders with keycodes. Do your Web buyers give you a lower portion of orders with source codes? Almost always, because the Web buyers reorder on the Web.
2. Can pure Web and catalog-generated Web orders be flagged for segmentation for future campaigns? Plan for channel segmentation to include multichannel buyers, call-center buyers, pure Web buyers (those who didn’t receive a catalog) and catalog-generated Web buyers. Segmenting pure Web buyers from catalog-generated Web buyers is the key to profitable circulation to Web buyers.
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Jim Coogan
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