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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In that same mailing, the matchback identified the following:
— 46,984 names (less than 9 percent of the total mailing) that would’ve been considered profitable using factored allocation were in fact below breakeven; and
— 3 25,993 names (less than 5 percent of the mailing) that were considered unprofitable using factored allocation were profitable.
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- Lenser
John Lenser
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Fatemeh Khatibloo
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