How Plow & Hearth Uses Analytics to Determine Contact Strategies

One plus one doesn't always equal two, Kwiatkowski said in reference to analyzing what's truly incremental sales and demand. In most cases, an additional contact isn't 100 percent incremental. To help it determine what's truly incremental demand, Plow & Hearth uses holdout tests. For example, will a customer still order from the web if they aren't mailed a catalog over an extended period of time? The retailer then tracks the money generated per customer over the course of the holdout test to see if their spend has changed.