Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

The trick is to develop sets of business rules and test them against your business realities over time — and continue to experiment. As you do this, your complicated multichannel business will become more measurable, improvable and expandable.

Mark Swedlund is a partner and senior vice president of Haggin Marketing, a Mill Valley, Calif.-based direct marketing services agency. He’s an author and frequent speaker on direct response topics. You can reach him at (415) 289-1110 or via e-mail at marks@hagginmarketing.com.