Multichannel: Three Integrated Marketing Strategies for the Coming Year

* Analyze and evaluate the acquisition cost and lifetime value of customers acquired through search and affiliate marketing. Abacus recommends source coding these customers by type of affiliate or search engine so you can determine whether you’re paying for names already on your housefile or if non-catalog customers are responding to catalog offers. Additional value analysis based on whether customers searched for branded terms or product would also then be possible.