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

5. The prospect segments above breakeven — the number of list segments above and below breakeven and the percentage of circulation above breakeven: Catalogers may choose to bring in new buyers below breakeven, especially if their lifetime value justifies the investment. But you need to know if your planned investment in prospecting is being realized by comparing your plan to actual campaign results. “How much circulation was below breakeven?” and “How much did that investment cost?” are critical questions.