Strategy: More on Multichannel Matchbacks

Matchbacks are a way of life for catalogers today. This process of having your order file “matched back” against your recent mail tapes to give credit to the proper source or key code on a list-by-list, segment-by-segment basis has become fairly routine. They’re the only way to tell where customers are coming from and which source key codes should be given credit for the sale. Without matchbacks, it’s not uncommon to trace only 30 percent to 40 percent of your orders to a specific key code.