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Cannibalization Testing
To really figure out the impact of a mailing, e-mail or outbound call, try cannibalization testing. That’s where you determine whether subsequent marketing efforts can “step on” an existing effort, truncating its natural order-curve tail. Consider the typical example presented in the chart on pg. 30 with 60 percent variable costs assumed.
- Companies:
- Altman Dedicated Direct
- Touch Of Class
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