Perfecting an Imperfect Science

When analyzing matchbacks, Ellis says she prefers to track one customer’s purchase history to identify how many times that customer was contacted before actually making a purchase. Then she explores what medium the customer used when placing an order.

Matchbacks, however, should remain just one element in the entire multichannel marketing strategy. “Look at the whole picture in your marketing campaign to understand where it’s coming from,” Ellis says. “Matchbacks will show one contact point that may have contributed to a group of customers or made a specific sale to an individual customer.”