50 Best Multichannel, Retail, E-commerce and Catalog Marketing Tips of 2009

By Compiled The All About Roi Staff

23. Identify customers influenced by a mailing.
To gauge customer activity, REI built an incremental model by building two models: one with a catalog-mailed group, the other with a no-mailed group. REI scored everyone on the file twice using the mailed and no-mailed group models. Subtracting the no-mail score from the mailed score leaves the incremental score. REI sorts by this score and mails the best incremental customers.
Mike Bowcut, REI
“REI Treks Ahead,” May, Catalog Success