Strategy: Make Matchbacks a Routine

How a Matchback Is Done

Matchbacks link orders to mailings using merge/purge logic. The process allocates unknown orders back to mailed records based on customer-provided source code, customer number, merge/purge results, catalog in-home date and order date. The summary report includes key code, total mailed, total orders, total dollars, average order and dollars per book. Typical data needed to do a matchback includes:
• Mail files from the appropriate time frame.
• A listing of all valid source or key codes. Examples include print mailings, e-mail campaigns, affiliate marketing, bouncebacks and catalog request (inquiry) mailings.
• Order header records for the appropriate time frame. Desired fields include name/address, customer number, source code, order date and order amount.