How to Expertly Evaluate Your Campaign Results

Case Study: The Flax Companies

San Francisco-based the Flax Companies produces the Flax Art & Design, T.Shipley and Reliable Home Office catalogs. In one of its recent mailings, about 37 percent of total sales within a particular mailing’s season came from the Web and had no key codes.

Of those, 53 percent were allocated to the catalog via matchback. The remaining unallocated were matched to e-mail campaigns or affiliate marketing messages, leaving only 22 percent of the season’s Web sales as truly unattributable to a marketing campaign. Additionally, post-matchback, only 8 percent of all phone and mail orders that season remained unallocated.