Strategy: Decipher Web vs. Catalog Customers

It sounds simple, but without knowing the performance of all segments mailed, false conclusions can influence your marketing strategy. A matchback keeps you on track and gives you the confidence in your results needed to make sound judgments.

Summary
There are catalog-only buyers. There are Web-only buyers. And there are multichannel buyers who purchase from the catalog and your Web site. So segment your housefile by this division so results can be tracked accordingly.