Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

Practices and approaches to multichannel performance measurement are evolving quickly, and almost every serious cataloger is experimenting with several analytical approaches. The business is still lacking a universally accepted set of best practices, however.

Allocate Orders Realistically
“The key is to define rules that realistically allocate orders to each channel,” says Bob Gaito, founder/CEO of data services provider I-Centrix. He advises mailers who have invested heavily in search engine optimization, banner ads and affiliate programs to be careful not to overallocate the traditional direct mail channel.