How to Expertly Evaluate Your Campaign Results

In this article, we’ll examine the problems with traditional campaign analysis and how you can use a matchback between orders and mail files to substantially overcome these issues.

The Problems With Traditional Factored Allocations

While unattributable orders usually have been in the range of 10 percent to 20 percent, now unattributable orders are frequently more than 50 percent due to customers’ failure to provide a key code — even when asked — while placing orders on catalog Web sites. With 57 percent of shoppers presently crossing channels and Web sales trending upwards each year, traditional means of evaluating results through key-code analysis has become increasingly problematic.