The Migration Matrix

Many catalogers generally look at response rates, average orders, demand per catalog and profitability. But few look beyond those things. If you use data from your marketing database, you can identify opportunities to increase demand and orders by developing programs to increase customer activity, thereby keeping buyers more recent. In the past, when catalogers wanted to increase demand, they usually increased circulation or added pages to their catalogs. Now, with frequent increases in paper and postage costs, you must be more careful about circulation increases by also focusing on retaining current customers.