Multichannel Integration: Three Tactics to Achieve Channel, Brand and Market Segment Profitability

Watson’s customer spreadsheet separates each customer segment by communication strategy, whether it receives one or two catalogs per month, three or four e-mails per month, etc. She plays around with each communication strategy to determine the magic mix of marketing efforts to boost sales. “There’s a lot of testing to find out which combination works best,” she noted. Watson pointed out that she first starts with the catalog, measuring the lift it has on sales across the board. She follows that with a similar allocation process for e-mail campaigns.