How Plow & Hearth Uses Analytics to Determine Contact Strategies

Plow & Hearth currently uses a weighted "last touch" attribution model. For example, if a customer receives a catalog but orders via an email promotion, the email channel gets credited for 70 percent of that order while the catalog receives 30 percent credit. It frequently uses catalog and email frequency holdout tests to see the effect they have on demand and where the retailer can optimize its marketing spend.