Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
![](https://www.mytotalretail.com/thumb/?src=/wp-content/uploads/sites/14/2014/04/Paul_Miller.jpg&w=51&h=51&c=true)
By
Paul Miller
Facebook
Facebook
Twitter
Twitter
LinkedIn
LinkedIn
Email
Email
0 Comments
Comments
As for matchbacks, REI uses them to measure prospect mailings. But to gauge customer activity — rather than building a traditional model in which it scores everyone on a file, sorts by the best scores and mails the best customers — REI tested and built an incremental model. This approach involved building two models: one with a catalog-mailed group, the other with a no-mailed group.
0 Comments
View Comments
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
![](https://www.mytotalretail.com/thumb/?src=/wp-content/uploads/sites/14/2014/04/Paul_Miller.jpg&w=51&h=51&c=true)
Related Content
Comments