Top Article of the Week: Multichannel Attribution and Today's Catalog Circulation Issues
This week's top article of the week (as determined by our readers’ clickthroughs) deals with a topic that seems cross-channel retailers, and specifically those that mail print catalogs, have been struggling with for years: attributing orders back to the marketing channel that drove the sale. Catalog marketing and circulation consultant Jim Coogan attempts to shine some light on this murky topic in Multichannel Attribution and Today's Catalog Circulation Issues, where he lays out what marketers need to consider when developing and analyzing an integrated contact strategy.
How does your company handle order attribution? What challenges does it face? What solutions/strategies has it found to be effective? How have your findings affected your marketing budget and mix? Let us know by posting a commenting on our Twitter page using the hashtag #ROIMostClicked. We'd love to hear from, and so would your peers!