How to Hook and Keep Gold Customers

A lot has been written about matchbacks in recent years, so we won’t belabor the point here. No doubt you know how important such initiatives are to helping you plan your marketing spend. Several solutions and services are available to help trace the source of new housefile names.

CognitiveDATA in Little Rock, Ark., is one of those companies. CEO Rod Ford notes that while matchbacks can be helpful, one of the real issues is accurately allocating what he terms the “broken pile,” the 25 percent to 30 percent of new names that, in today’s multichannel world, can’t be traced to the promotional source. “I say 25 percent of broken contacts a year is too much error on which to develop a sound business strategy,” says Ford.