Your customers are impacted by multiple demand drivers, therefore you need insight into how your customers' behavior is impacted by these drivers such as catalog, e-mail and online advertising. You must understand the path they follow until they ultimately purchase to avoid misallocating marketing dollars and deploying disjointed contact strategies. Allowing for better budget optimization, circulation decisions, and channel strategies. You'll learn:

• How to analyze the data and determine long-term impact of all channels


• How to formulate your multichannel contact strategy based your customers' path to purchase