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

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Jim Coogan
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This modeling identifies both high-grade active mail order households, as well as the households that simply don’t buy much through the mail order/Web channel. Suppress that large portion of pure Web buyers who aren’t very responsive to follow-up catalogs. You’ll save on costs and improve profitability by identifying households that simply won’t respond to frequent mailings.
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