Strategy: More on Multichannel Matchbacks

To perform a matchback, you typically need specific data on the following:

• mail files from the appropriate time frame;

• a listing of all valid source or key codes, such as print mailings, e-mail campaigns, affiliate marketing, bouncebacks, catalog request (inquiry) mailings and others; and

• order header records for the appropriate time frame — desired fields include name/address, customer number, source code, order date and order amount.