MeritDirect Event Panel Heading Back to the Future, Part 2

Even though our PPC customers are profitable, we know their lifetime value is significantly less [than catalog LTV], so we’ll probably change how we allocate our money. We came to PPC late, in 2006. Some areas it works; others it doesn’t.

Runke: Prior to 2008, we looked at our circulation plan as mail customers, housefile, then prospects. Separating customers and prospects specifically yields us a lot of good information as to who’s getting the catalog and how often.