Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

CATALOG/MULTICHANNEL MARKETING

1. Execute ‘mail/holdout’ tests.
One group receives the catalog, one does not. After 12 weeks, tabulate sales results from the mail, phone and online channels. By subtracting the holdout group from the mailed group, you can identify the “incremental” difference.
Kevin Hillstrom, MineThatData
“A CEO’s Guide To Catalog Circulation ’08,”
Jan. 9, Catalog Success: Tactics & Tips