Matchbacks: New Challenges for Matchbacks in 2010
Identifying the touchpoint that sparked a sale is more difficult than ever
1. Determine which orders that don't match source codes should be included in matchbacks, namely: retail, internet, email, paid search, mobile and affiliate orders.
2. Create business rules that allow the allocation of credit for a sale among multiple contact vehicles as appropriate to understanding the number and mix of contact. For this, do the following:
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