Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

Intelligent Rules Rule
If you’re diligent in collecting and storing contact data, emerging multichannel matchback technologies can do a great job of matching sales to all of the media that could’ve caused the sale. Without intelligent business rules and a long-term view of the data, they’re less effective at telling catalogers precisely which media or interactions of media caused the sale.