Strategy: Decipher Web vs. Catalog Customers

When the nontraceable factor on matchbacks ranged from 15 percent to 20 percent, we could simply allocate the unattributed portion across all source codes on a proportional basis. This doesn’t work today, however. Matchbacks have shown that it isn’t appropriate to give equal weight to the housefile, inquiries, co-ops and rented lists. Every time we do a matchback, 50 percent to 75 percent of the Internet results should be allocated to the housefile, our own customers. Another 10 percent to 20 percent of these results should be allocated to rented lists. This varies based on how much prospecting you do.