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HGM Catalog ConsultingHGM Catalog Consulting
  • Home
  • About
    • About HGM Catalog Consulting
  • Services
    • Catalog Strategy
    • Circulation Planning
    • Custom Marketing Solutions
  • Marketing Tools
    • Catalog Breakeven Calculator
  • Testimonials
  • Blog
  • Contact Us
Catalog Matchback Analysis – Part 2

Catalog Matchback Analysis – Part 2

Oct 30, 2018

In our previous catalog matchback post we discussed matchbacks and how we should not attribute 100% of the sales results to the catalog mailing because many of the sales are digital in origin.  Customers are often touched multiple times (print, email, retargeting) along their purchase journey. Today we will look at catalog hold-out tests and how they can be used to modify your catalog matchback reports...

Why You Need to Calibrate Your Catalog Marketing Strategy

Why You Need to Calibrate Your Catalog Marketing Strategy

Jul 11, 2018

Marketing without a well-thought-out strategy, be it catalog marketing or otherwise, is just like building a house without a blueprint. It doesn’t necessarily mean that you will never get there, but there will be a lot of wasted time and resources before you do. Equally as important, is for you to remember that no strategy is fool proof, regardless of how much thought and analysis was put...

You’ve Got Mail — How Data Is Modernizing Direct Mail

You’ve Got Mail — How Data Is Modernizing Direct Mail

Jun 14, 2018

We need to talk about the “D” word. Digital? Data-Driven? How about, “all of the above”, plus one you may not have expected: Direct mail. If you’ve been drinking the “Kool-Aid” served up by industry bigwigs, you might think that direct mail is not only a relic of yesteryear, it’s actually a casualty of digital. But that’s where you’d be wrong. Direct mail is far...

Back to Basics – RFM Analysis 101

Back to Basics – RFM Analysis 101

Mar 14, 2018

Developed some decades ago, the RFM Analysis is a great marketing model used to segment a customer list based on their behavior. This method has proven itself time and time again, by helping direct and online marketers minimize their costs while, at the same time, maximizing their returns. The RFM Analysis is based on the Pareto principle, or the 80/20 rule, which states that 80%...

Catalog Circulation: The Secret to Your Success

Catalog Circulation: The Secret to Your Success

Jan 13, 2017

What is a Catalog Circulation Plan? In a nutshell, a catalog circulation plan is a blueprint for your catalog mailings. Driven by your data and a clear understanding of past catalog results, it’s a plan that addresses who you should mail, how frequently you should mail, how many catalogs you should print and how to accurately track results, so you can design and refine catalog circulation...

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