Master the Multichannel Tango

When a customer has been touched by multiple marketing efforts before ordering, you need to assign that order to a specific campaign. There are different ad-hoc rules for this assignment. Give the order to: 1) the last campaign that touched the customer, 2) the first campaign or 3) the campaign tied to the order’s key code. Some catalogers say, “When in doubt, always credit the catalog,” while others always credit the Web site.