What Innovation Means for Brookstone

Speltz cited a recent A/B test Brookstone ran as proof that its attribution model is working. The retailer evenly split a catalog mailing list, with 193,000 people on the list continuing to receive catalogs throughout the year and the other 193,000 people on the list not receiving catalogs for a year. The result: The group that continued to receive catalogs generated an incremental profit — after the postal, paper and printing costs associated with mailing catalogs — of $282,000 to Brookstone's bottom line.