Eckler’s Approach to 3-Year Planning Puts Customer Data, History to Work

As for three-year planning on customer acquisition, Gaines and Valentino outlined another good/better/best scenario.

Good: have a well-publicized catalog request program via magazine ads, Web site and trade shows;
Better: compare requesters to active buyers to determine your true requester rate and response; and
Best: optimize your requester file to see who has the greatest propensity to respond to your offer.