source migration

Order pattern made over time by a customer who orders in response to various types of promotions. An example is a first-time buyer who purchases through the mail something advertised in a space advertisement, makes a second purchase from a catalog sent to new customers, and then makes a third purchase from a catalog sent to current customers. In magazine subscriptions, the source migration typically begins with a direct-mail promotion, becomes a conversion renewal, and then a pure renewal. Marketers track source migration patterns to best know how to generate repeat sales and to monitor whether repeat sales are coming from the most profitable sources. For example, magazine publishers want to verify that most renewals are made in response to their own renewal promotions rather than subscription agent promotions or other less profitable sources. Publishers will reevaluate renewal promotion strategy if agents are renewing subscribers before they themselves have tried.