Eight Lessons You Can Learn From a Matchback

Here’s what you can learn from looking at your matchback results.
1. Appropriate resource allocation by channel. When the Internet first took off, many companies thought customers eventually would stop ordering from the printed catalog and move exclusively to online ordering. And at first it appeared that the trend just might go that way as Web sales began to comprise 10 percent, then 20 percent, even 40 percent or more of total sales.