Plan Next Year’s Catalog Program

• key code,
• key-code description,
• quantity mailed,
• quantity of orders,
• total sales,
• response rate and
• sales per catalog mailed (the last two columns are calculated).

Now look in real detail at the numbers in each row. What segments pulled stronger than others? How could you mail to stronger segments and less to weaker segments next year? If you add a column for expected mail quantity for next year and multiply by sales/catalog mailed from last year, presto — you’ve got a rough sales estimate for next year.