Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
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.
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
Related Content
Comments
