How to Expertly Evaluate Your Campaign Results
Matchbacks are a must in this multichannel world.
By
John Lenser
and Fatemeh Khatibloo
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The advantages of a single matchback include the ability to establish customized complex rules and reports that reflect the uniqueness of your business. The primary disadvantage is that it’s a one-time snapshot run at the end of the campaign and therefore precludes one from seeing changing patterns of response during the campaign.
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John Lenser
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Fatemeh Khatibloo
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