Strategy: Make Matchbacks a Routine

Prior to the Internet, the non-traceable factor ranged from 15 percent to 20 percent. We could simply allocate the unattributed orders and sales back across all source codes on a proportional basis. This won’t work today because the allocation is far from proportional. Matchbacks have shown that it’s not appropriate to give equal weight to housefile, inquiries, co-op databases and rented lists.