Matchbacks: Tools and Technologies to Try

•Stand-alone products. With matchbacks becoming ever more popular and marketing channels becoming more diverse, several matchback solutions have become available during the past several years. One such solution, ChannelView by Abacus, provides you with timely access (as often as daily if you need it) to Web-based metrics that track performance for up to six channels, and by campaign or promotion. It even provides metrics on promotional investments by campaign. Costs can range from $10,000 to more than $30,000, depending on order activity and mailing volume. Abacus recommends its solution for direct marketers that mail six or more times per year; have annual circulation of 2 million or more; and have unsourced orders exceeding 15 percent. Visit: www.abacus-us.com.