Web Buyers Are Changing the Catalog World, Part 2 of 3

Also, by setting a baseline for catalog sales during a given time frame, you’ll know what sales are not coming from your catalog, allowing you to allocate that pool of revenue that’s not catalog-generated across your various online marketing programs.

Next week in the final installment of this three-part series on the analytic metrics necessary for catalogers to evaluate their multichannel businesses, I address some common issues that arise when managing the catalog circ of Web buyers.