Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

If an order is placed over the Web and it can be determined that it came via paid search, for example, is it really appropriate to allocate the order to a catalog the consumer received 90 days ago? Perhaps, but that’s where the difficulty lies, Gaito points out. Work through these scenarios in detail before implementing a definitive matchback program.