Matchbacks are a must in this multichannel world.

By John Lenser and Fatemeh Khatibloo

The best practice generally is to add unattributable orders that are matched to the mail tape to known orders. For example, a specific key code may have 135 orders assigned to it prior to the matchback based on traditional collection techniques. When unattributable orders are matched to the mail tape, 51 orders may be additionally identified as belonging to that key code. These would be added to the 135 orders, resulting in 186 orders for the key code.