New Book: Hillstrom's Multichannel Secrets! Get The Draft Version For Free Prior To April 26

My new handbook, "Hillstrom's Multichannel Secrets" will be available next week!!

I've taken a different approach with this handbook. Whereas "Hillstrom's Database Marketing" and "Hillstrom's Multichannel Forensics" focused on the math that supports our craft, "Hillstrom's Multichannel Secrets" outlines "Fifty-Nine Facts Every CEO Can Use To Improve Profitability".

The handbook is written primarily for the Catalog CEO, but applies to the Catalog Executive, Retail Executive, Online Executive, E-Mail Marketing Executive, and anybody who has to deal with multichannel marketing and advertising issues.

Inspired by two of the most popular posts in the history of this blog, 73 Vital Multichannel Catalog Marketing Tips and 53 Vital Multichannel Website / Online Marketing Tips, the handbook drills down on issues every CEO must understand. You'll read all about Catalog Choice, Co-Op Database Use, Matchbacks, Key-Codes, RFM, Test/Control Groups, Online Buyer Lifetime Value, Remail Catalogs, Clickstream Integration, Channel Compromise, E-Mail Marketing, Social Media, List Death, and dozens of additional topics.

There are no fancy charts or complex mathematical formulas in this handbook. You'll simply find 72 pages of high-level facts that CEOs can use to improve profitability, information that many folks believe are proprietary to their business. Given the forces conspiring against the multichannel marketing industry, it is important that all of us improve our base of multichannel marketing knowledge.

When available late next week, the paperback handbook will be available for $14.95. I am self-publishing the handbook using Lulu.

Many of you have been loyal blog readers, and have purchased my previous books. I'd like to give you a little perk for helping build this blog. If you would like to preview the handbook, please send me an e-mail prior to April 26, and I will forward you a PDF file of the next-to-last draft version of the handbook. The PDF will not include the cover (the cover may also change slightly between today and the release date), and the PDF is subject to modification in the final stages of being proofed.

As always, thank you for joining me in this multichannel marketing journey!

Multichannel Forensics Available October 15

Some of you asked about the delivery date of the new book, given that Amazon.com is suggesting availability is 4-6 weeks away.

Folks who pre-ordered the book via Amazon.com should expect delivery after October 15.

Amazon now lists the book at $95, the same price that the book is listed at via my publisher's site.

If you haven't purchased the book, and are willing to purchase through my publisher's website, please do so. We all realize that Amazon deserves to earn a pretty penny courtesy of "The Long Tail". My publisher deserves a portion of the price of the book as well, as he did a ton of work to get the book published. Either way, I am grateful you are considering purchase of the book, or pre-ordered the new book!

My first book, Hillstrom's Database Marketing, is also available via my publisher's website.

Who Wants A Free Book? Submit Your Article By February 4

If you work for a company that sells merchandise to consumers via a catalog or a website, I have a homework assignment for you.

Between now and February 4, write a brief article about one of the topics listed below. After a review of the submissions, I will post your article on The MineThatData Blog on February 5. You get a little bit of recognition, and at least one of you will be chosen at random to receive a copy of my book, "Hillstrom's Database Marketing". Simply e-mail me your submission by February 4.

Valid topics include the following:

• Any discussion about the future of multichannel retailing.
  
• Creative ways that web analytics tools have been used to improve business performance.
• Interesting ways to leverage online advertising for sales growth.
  
• Any discussion of the pros and cons of using compiled lists (i.e. Abacus) verses rented lists for catalog prospecting purposes.
• Any discussion of the trends in catalog circulation to drive catalog + online sales.

Articles should be between 250 and 1,000 words in length.

Are you up to the challenge? E-mail me (kevinh@minethatdata.com) your submission no later than February 4.