How Yankee Candle Uses Matchbacks

* To determine how much the company can afford to spend on customer acquisition, Yankee Candle uses a nine-month time frame to evaluate its return on investment, Springfield said.

* The frequency of Yankee Candle’s matchback analysis is dependent on how the data is going to be used. For example, Springfield advised the audience to perform daily or weekly matchbacks for more operational data (e.g., tracking inventory). More evaluative data (e.g., the best contact strategy for a customer) should be done over a longer period of time — two or four times a year.