Measuring Campaign Results: Short-Term or Long-Term Measurement?
In 1998, Eddie Bauer was a very profitable multichannel marketing brand. As its director of circulation at the time, I was responsible for maximizing ROI in catalog marketing.
We spent a lot of money on catalog marketing. We also spent a lot of money offering various discounts. Our favorite was “20% off your order of $100 or more.” When customers last purchased seven or more months ago, we began offering them this promotion. And it worked.