Measuring the Incremental Value of Catalog Mailings

Catalog marketing is a simple economic model: profits are maximized when you mail all circulation that exceeds your break-even point. However, knowing the incremental sales and profits that come from a catalog drop is complicated because your customers are receiving so many multichannel messages from you. Marketers are spending a lot of time and resources trying to determine how to allocate or attribute sales to the various marketing channels.