How to Expertly Evaluate Your Campaign Results

Following the matchback, a pool of names will remain from the unattributable orders that didn’t match the mail tape. Use your judgment as to what to do with them, since they may have resulted from other marketing programs, word of mouth, old catalogs or errors in matching.

If you can tell they’ve arrived at your Web site from e-mail campaigns, natural and paid key-word searches or affiliates, then you should remove them from the “unknown” pool and give credit where it’s due. You may want to then allocate the remaining balance back to each key code in proportion to the allocation of all orders in the matchback to the full mail file.