Matchback Analytics: Tools to Understand the Relationship Between Catalog Mailings and the Flood of Web Buyers

Next week: In the second part of our three-week series, Jim focuses on effectively calculating revenue streams and measuring sales by channel, particularly the Web vs. the call center.

Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net.