Matchback Analytics: Tools to Understand the Relationship Between Catalog Mailings and the Flood of Web Buyers

In the first of a three-part series over the next three weeks, catalog circulation consultant Jim Coogan takes an in-depth look at the data catalogers should be obtaining from their matchback analytics.

In today’s multichannel commerce environment, the Web is producing a flood of orders. And typically these orders come without source codes. A growing number of catalogers are recognizing the need for matchback analysis to understand response to their catalog mailings.