Do the Job Manually

Another way you can use back-matching is to connect your online sales with the catalog’s mailing code that drove the customer to order on your Web site. While it’s a fact that most online sales are generated by catalog mailings, it’s also true that many Web sites do a poor job of collecting mailing code data from that catalog. The result is mailing code sales reports that understate catalog sales and overstate online sales. Such back-matching also will help you build stronger circulation plans.