What Is Organic Percentage, and Why Is It the Most Important Metric in Catalog Marketing?
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Execute Holdout Tests
Catalog marketers routinely execute mail/holdout tests. In 2009, the goal is to execute many long-term tests where customers don’t receive catalogs for three months, six months or even a full year. The goal of long-term testing is to identify the organic percentage.
If the organic percentage is low, say 10 percent or 15 percent, your matchback results aren’t fundamentally wrong, and you’ll find yourself executing the same strategy you planned for 2009.
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Kevin Hillstrom
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