In this session you will learn how to build an effective multichannel marketing plan that incorporates key metrics and utilizes information from catalogs and the Internet for the purpose of maximizing your advertising spend. We'll discuss how to measure incremental and new to file business tracking by channel for optimal planning and measurement techniques for determining market share gains/losses. You'll learn:

• How to combine various channels order curves/lags to optimize marketing plan


• To utilize and combine matchback data from various channels for optimal planning