How Yankee Candle Uses Matchbacks

So during a session at last week’s NEMOA Conference in Cambridge, Mass., Dana Springfield, general manager of consumer direct at Yankee Candle, led a panel session along with Stacey Hawes, vice president of B-to-B services at the co-op database provider Abacus, and Jim Finnerty, vice president of operations for the data processing company I-Centrix, to discuss matchbacks and cross-channel marketing analysis.