
By
Joe Keenan
Facebook
Facebook
Twitter
Twitter
LinkedIn
LinkedIn
Email
Email
0 Comments
Comments
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.
0 Comments
View Comments

Related Content
Comments