Multichannel orders muddy the waters; matchbacks are your chlorine

By Mark Swedlund

The Direct Marketing Association defined the direct trade of that day as measurable in costs and results, improvable through testing and analysis, and expandable with confidence.

For better or worse, the advent of the Internet, the expansion of retail and, more importantly, consumers’ desire to shop when they want through the channels they want, made precise measurement a major challenge for catalogers as well as other direct marketers.