Update, Upgrade, Convert

Catalogers like Fred Bell, co-owner of the Touch of Class home furnishings catalog, use both matchbacks and Web analytics to evaluate the effectiveness of contact strategies. But matchbacks have limitations. For instance, if order credit goes to the most recent catalog, results from remailed buyers can be overstated by “stealing credit” from previous drops. Contact interactions have given rise to increasingly complex matchback rules so catalogers can sort them out.