Creating a singular marketing voice by ensuring clear communication across all channels is critical for today's marketers. Multichannel integration has become a way of life in our industry; each marketing dollar has to stretch further, with each channel fighting for its share of revenue credit and marketing budget. To succeed in this highly complex landscape, retailers must change the way they speak to consumers, and that means creating a truly holistic marketing organization.
Fatemeh Khatibloo
Expert evaluation of catalog mailings was problematic in the past, but mostly just for those few catalogers who had retail stores. That’s not the case anymore. Now virtually every catalog company is multichannel as customers increasingly use the Internet to place orders. The result often is a haphazard online collection of key codes. In this article, we’ll examine the problems with traditional campaign analysis and how you can use a matchback between orders and mail files to substantially overcome these issues. The Problems With Traditional Factored Allocations While unattributable orders usually have been in the range of 10 percent to 20 percent, now
