E-commerce Insights: Multichannel Planning Is a Complex Endeavor

Order Allocation Rules

In the past, when households received your marketing messages less frequently, allocating orders to customers was simple: Give the last marketing communication credit for the order. This rule doesn’t work anymore, as our messages barrage potential buyers in overlapping torrents. Perhaps the last touch before the order was an e-mail, but the prospect received a catalog the week before. Or the last touch was an e-mail, but the e-mail sign-up was driven by a paid click.