Strategy: Make Matchbacks a Routine

Why Do a Matchback?

With an average of 40 percent of orders coming via the Internet, coupled with the 15 percent to 20 percent non-traceable factor for catalog sales we’ve been accustomed to for years, catalogers are lucky to trace 50 percent of their overall business to a specific source code. With all of these untracked orders, lists made up of Web buyers may look like they don’t work well, when they actually are profitable. But without a matchback, you’d never know.