You’ve Got Homework!

If you don’t understand your Web buyers, response undoubtedly will decay. There are two kinds of Web buyers:

1. catalog-driven Web buyers, who prefer to order online, and

2. pure Web buyers, who are driven to purchase without having received your catalogs.

These two kinds of buyers respond very differently to catalog mailings. Your database needs to segment Web buyers so you can stop wasting circulation by over-mailing Web buyers. The database needs to capture original source codes from Web orders so you can see if customers came from paid or natural search, e-mails, price-comparison engines, affiliates, eBay or other pure Web sources.
Catalog/Web Matchbacks