Brookstone Looks For Stability With Single List Source

The path of purchase data (online, catalog, retail) is most important in Brookstone’s campaign, August said. Factors such as attributing orders and sales to the correct channel (online vs. catalog), last online referring activity, recency from the catalog mailing to purchase, promotions used (such as affiliate offers from Visa, American Express, etc.), effort allocation (if you’re mailing a lot of catalogs — determining which one book drove customers to purchase), retail and merchandise insight (crossover value), SKU presence in catalog, and daily response attribution (all channels) are monitored closely by August to determine the effectiveness of a particular catalog drop. The result for Brookstone, he said, is truer revenue reporting and a better understanding of the marketing campaign’s profitability.