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

1. Total response of each list segment mailed, sales per book, response rate and average order value: This comprises the basis of measuring list response. The difference with matchbacks is you get all the orders that match the mail file, not just the orders that come with source codes.

2. The number of lists above breakeven: This is the first metric examined when looking at which lists fell below planned response.