Strategy: More on Multichannel Matchbacks

But the matchback process is hardly a perfect science. There are issues with date ranges, the logic used, timing, multiple catalog titles and more. So this month, let’s get up-to-date on matchbacks and how you can improve your process.

How They’re Done
The process matches back orders to mailings using merge/purge logic. It allocates unknown orders back to mailed records based on customer-provided source codes, customer numbers, merge/purge results, catalog in-home dates and order dates. The summary report includes source or key codes, total catalogs mailed, total orders, total dollars, average order sizes, and dollars per book.