Master the Multichannel Tango

Historical data can offer clues as to which marketing efforts drove which orders, but retrospective analysis can’t distinguish correlation from causation.

The gold standard for making smart multichannel marketing choices is a test. Start with a distinct marketing hypothesis. For instance: “For customers who first found our company online, and have made only online transactions since, we can mail them only twice a year, losing a small amount of revenue but saving a great deal of catalog expense, thus increasing the profitability of this cohort.”