Matchbacks: New Challenges for Matchbacks in 2010
Identifying the touchpoint that sparked a sale is more difficult than ever
- allocate demand to appropriate campaign/promotional effort/marketing strategy (e.g., catalog/phone, paid and organic search, affiliates, email, in-store, bouncebacks, Facebook, Twitter, mobile, other nonmail);
- allocate accurate marketing costs to each order, since variable costs continue to rise; and
- show return on investment accurately by campaign/promotional effort/marketing strategy.
The matchback process seeks to understand customers' paths to purchase by source and channel. In order to be most effective, the process must do the following:
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