Master the Multichannel Tango

Takeaway Tips:

Determine the relative damage from false-positive matchbacks (incorrectly merging two distinct customers) vs. false-negative matchbacks (incorrectly splitting a single customer across multiple records). Draw a flowchart of all the processes and business logic used in your contact centers, Web site, stores and merge/purge to match buyers back to records on your housefile. Ensure these efforts are internally consistent with your company’s privacy policy and the costs of false positives and negatives.