Santa Fe

Technology finally has caught up with the potential for digital catalogs. Now marketers need to master the metrics and learn how to leverage digital catalogs to target well beyond the reach of their printed circulations. Analyzing metrics is key to learning how to use virtual catalogs. What can the metrics tell you?

The economic news could hardly be worse: The stock market is plummeting, consumer confidence is gone and the credit markets have frozen. That all leads us to a couple of questions that catalog/multichannel marketers need to ask themselves: One, can you measure how the economic gloom is affecting your catalog sales? And two, can you get an early read on your holiday sales? First, track the metric of your daily catalog sales. Compare sales for this year vs. last year on a daily basis for August, September and October. Are your Monday-to-Monday daily sales the same as last year, or are you seeing a