This month we look at another analytical technique or process that direct sellers need to know, understand, and apply to their daily operations: tracking response curves. Successful and profitable catalogers will likely recognize the applications we are about to discuss; newer and smaller catalogers and Internet marketers may find that the information can provide them… Continue reading Catalog Analysis: Following the Response Curve
Tag: Strategy
Catalog Analysis: How Much Are Your Customers Worth?
Last month we discussed the cost of getting a customer, a key measurement for the “front end,” or the prospecting side of the business. Now, we look at a corresponding analytical marketing variable: lifetime value, a “back end” marketing metric, which is applied to the house list to determine the value of a customer or… Continue reading Catalog Analysis: How Much Are Your Customers Worth?