The 50 Best Tips
Our annual collection of the year’s best tactics and tips in the catalog/multichannel business
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— Susan McIntyre, McIntyre Direct, “Multichannel Integration Tactics,” February, Catalog Success
✱ Sales channel integration.
Track sales and marketing costs at the customer level across channels. Differentiate sales from brand vs. nonbrand search phrases. Monitor efficiency just above and below your advertising cutoff, and start hold-out testing to determine your true marketing drivers of behavior.
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