Strategy: More on Multichannel Matchbacks

Some firms offer the ability to matchback weekly. It’s nice to matchback often, but probably not cost-justified. Doing matchbacks with the same service bureau that handles your merge/purge work is most common, since it already has your mail tapes.

Typical Results
In the example on pg. 25, the matchback attributed 35 percent of Web and unknown demand back to a specific mailing. A total of $1,075,769 of gross demand revenue was credited to a specific source code, and 62 percent of the total was allocated back to the housefile. This reinforces the fact that the catalog is the largest driver of traffic to the Web, with most of the business going to the Web coming from your own customers. Approximately 17 percent of the untraceable sales were matched back each to cooperative databases and outside rented lists.