B-to-B Cataloging: Boost Response With Nontraditional List Selects
Other X-factors for your housefile could include product categories purchased and contacts’ job titles. Regardless of what X-factors you decide to use, here are some general principles to consider:
• Choose X-factors that are predictive of response.
• Select X-factors that are descriptive of your housefile to allow for effective cover versioning.
• Use your X-factors as an adjunct to RFM selections, not as a replacement for them. Keep it simple.
- Companies:
- J. Schmid & Assoc.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
