Matchbacks: New Challenges for Matchbacks in 2010

4. Include all orders from all channels in the business rules; offers and order channels are interrelated.

Use all of the data available to build business rules for the process:

• promotion/contact history (mail/email/Facebook visits/contact file);
• on- and offline circulation plans;
• responder file (transaction data);
• nonmailed source codes (package inserts, paid search, affiliates, bouncebacks); and
• campaign metrics (order curves).

Validate logic quarterly using percentage thresholds to identify when the rules need deeper investigation. Perform hygiene on contact file(s) and transaction data before the matchback process begins for accuracy. This will increase matches.