ABCs of Acquisition Analysis

Housefile Insights

Michie says that the first step to more effective use of Crutchfield’s marketing dollars was to better understand its customer base. Crutchfield sells car audio and home theater products. Buyers tend to be men who are willing to spend on their toys. List manager Mokrynski & Associates reports that of the 466,795 12-month buyers on the cataloger’s file, 85 percent are male, and they spend an average of $250 per order.