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 short, as unattributable orders grow (as a percentage of total orders), factored allocation becomes problematic. Results are more likely to be misread due to statistical insignificance of segment size and biased attribution. There’s a risk of over-mailing lists that really are under-performing by not contributing to Web orders. There’s also the risk of under-mailing lists that drive heavy Web performance.
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- Lenser
John Lenser
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Fatemeh Khatibloo
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