Matchbacks: New Challenges for Matchbacks in 2010
Identifying the touchpoint that sparked a sale is more difficult than ever
Matchbacks were once more science than art. When customers called or mailed in their orders, or bought in stores, accurately matching back sales was simple. Now the process requires you to blend technology and marketing for statistical validity.
Because marketers want to create more effective and efficient marketing plans with limited budgets, and ensure high degrees of confidence before implementing costly testing and roll-out strategies, they must be sure to do the following:
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