Our annual compilation of the year’s best tactics and tips in the catalog/multichannel business

MULTICHANNEL MANAGEMENT

7. Matchback analysis frequency determination.
The frequency of your matchback analysis is dependent on how the data is to be used. Perform daily or weekly matchbacks for more operational data (e.g., tracking inventory). More evaluative data (e.g., the best contact strategy for a customer) should be done over a longer period of time — two to four times a year.
Dana Springfield, The Yankee Candle Co.
“How Yankee Candle Uses Matchbacks,”
March 18, Catalog Success: Tactics & Tips