Five Ways to Bring Your Catalog/Multichannel Business in Tune With 2008

To you folks and especially to those of you without a matchback program at all, I say, get on it. Find out which channels your orders are really coming from. You could be tossing marketing money down the drain, and you don’t even know it.

And having a functional matchback program in place shouldn’t only be about whose department gets credit for the sale; it should really be about which department gets more marketing money going forward, based on that sale.