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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Other mailers may allocate a customer’s first order to a prospect key code if an individual appears as a prospect in one campaign; the second order would be allocated to a buyer code in the subsequent open campaign. Still others want to allocate in proportion to overlapping response curves.
Your unique circumstances should be discussed with your service bureau or ChannelView to determine appropriate rules to maximize the process’s utility.
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John Lenser
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Fatemeh Khatibloo
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