MeritDirect Event Panel Heading Back to the Future, Part 2

Faith: We reduced our PPC budget more than we did for mail. If you analyze online vs. catalog buyers, the lifetime of catalog buyers is a lot stronger. We’re one-third online, and that third is less profitable. We’re moving more [money] off of our PPC budget to our catalog budget.

Check back next week for the final part of this three-part series.