Matchbacks: New Challenges for Matchbacks in 2010

The most straightforward method is matching back names to specific programs without considering the contact vehicles' overlap. Or you can base it on the life of the marketing program, creating a weighted average to allocate each week's results.

Determine all promotions that may have triggered a purchase, looking at the order curve for each. Include all contact vehicles that are within 90 percent of projected completion when identifying relevant consumer touchpoints. Plot the order receipt dates against order curves. Calculate allocation percentages based on completion percentages to create the weighted averages.