Master the Multichannel Tango

Customers and orders for which you can’t match back to marketing campaigns or to your housefile typically get allocated back, often proportionately, to the tracked orders. Assess how sensitive your marketing decisions are to your allocation rule. If the fraction of “no code” or “untracked” orders is small, the allocation scheme matters little. If, on the other hand, the fraction is large, your choice of allocation method may be the primary factor in channel profitability.