Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

Matchback technologies examine historical data. Test design anticipates future results. Here, let’s focus on matchback approaches. Multichannel matchback methodologies are usually integrated with catalogers’ processing of databases. To engage such tools, marketers must capture data for the following metrics:
• each customer relating to mailings received;
• e-mails delivered to customers; and
• visits to the Web site originating in paid and organic search, among others.