Circulation Strategies That Measure Up

Also, use match keys and back-end matching techniques to classify as many unknown orders as possible. Look at the parameters of your business model to determine if it makes sense to allocate, on a prorated basis by segment, any uncoded orders that don’t hit on a matchback.

Strive for the most comprehensive picture of response and purchase data possible. All the decisions you make will be derived from these data based on your efforts.