Matchbacks: Tools and Technologies to Try

BenchMark by Catalog Marketing Services incorporates SKU-level matching into its response-analysis program. This has proven a good solution for marketers who mail frequently and whose products vary between mailings. For example, what if a customer ordered in January, but ordered a product available only in the December catalog? A standard matchback process would attribute that order to the January mailing (assuming this customer received both mailings). By serving as a central database for both mailing- and product-level data, BenchMark can attribute the order to the December mailing. Visit: www.cmscms.com.