Matchbacks: New Challenges for Matchbacks in 2010
Identifying the touchpoint that sparked a sale is more difficult than ever
The averages must be recalculated each week based on the live contact vehicles and order curve status. This method recognizes that multiple touchpoints can affect a given purchase.
Susan Pizzano is executive vice president of Marketsmith Inc., an integrated strategic marketing firm (spizzano@marketsmithinc.com).
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