Matchbacks and the Evolving Science of Attribution

Can you estimate web sales from promotions that don’t use promotional codes for tracking? Review the increase in web traffic and sales in the days after an email blast or web promotion. If you see a spike in sales, allocate a reasonable percentage of those sales to that promotion.

Mail/no-mail holdout panels are becoming a more accurate measurement of the incremental sales coming via a catalog. Mail/no-mail holdout panels can also paint a more accurate picture of sales coming from all varieties of web promotions, from online ads to emails to multichannel campaigns.