Lifetime Value: Acquisition Costs Across Different Media

It certainly stands to reason that database marketers should recognize, measure and respond to buyers from each medium in different ways. It also stands to reason that it may be appropriate to have a different follow-up strategy for first-time buyers from each medium, as well.

Testing New Media

The fact that a medium is different or that it has not been adequately tested in the past does not make it good or bad. Some catalogers wouldn’t be in business without their Web site. For others, there is little crossover from the Web site to the catalog. In at least two cases, we have seen DRTV (direct response TV) buyers generate higher repeat sales through a catalog than the average buyer acquired through direct mail.