Matchbacks: New Challenges for Matchbacks in 2010
Identifying the touchpoint that sparked a sale is more difficult than ever
The methodology will not be the same for all marketers. Business goals and marketing objectives will shape the process. What will most likely be true for all marketers, however, is that some sort of fractional allocation will be needed.
Customers are exposed to multiple contacts and potentially influenced by each. Each company must determine weighted, channel-specific business rules based on the pool of potential matches, all open campaigns, the value of the marketing program to the business and the reach of the campaign.
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