Keep Up With Dramatic Changes
Understand key trends and issues in multichannel marketing, part 3 of 3
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The benchmark will be your brand manual, which highlights and defines the brand and creative expectations. Plan these formal reviews at least twice a year.
4. Web and E-mail Sales Analysis. Most multichannel merchants who began as catalogers know the importance of catalog analysis. But as their businesses have shifted to greater Web sales, their analytical skills haven’t kept pace. More understanding and application of Web analytics will be needed if this aspect of the business is to keep pace with the non-Web side of the company.
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