Strategy: Maximizing Outside List Performance

7. Rely only on matchback data. Today, catalogers are lucky to trace 50 percent of their business to a specific source code. Lists containing heavier Web buyers appear not to work well when they’re actually profitable. But without a matchback you’d never know this, and any testing would’ve been meaningless. You may think you have trouble finding lists that work, when in actuality you have winners to add to your continuations.