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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Finally, many larger, more sophisticated mailers maintain an internal matchback program. While such programs can be highly customized and integrated with existing databases and modeling programs, they can be extremely costly to build and maintain. You often can match only housefile data unless a mail file can be retained on-site, usually necessitating list owner approval.
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- Lenser
John Lenser
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Fatemeh Khatibloo
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