Strategy: More on Multichannel Matchbacks

On average, 40 percent of business coming through — not from — the Internet can’t be traced to a specific source code. In addition, there’s another 20 percent miscellaneous, untraceable factor. This means approximately 60 percent of your orders can’t be tracked to a specific source or key code.

Often, lists are made up of heavier Web buyers that may look like they don’t work well prior to a matchback when they’re actually profitable. Without a matchback, you’d never know this, and any testing would be wasted. You could feel it’s difficult to find prospect lists that work, when in actuality you’ve already found good lists to add to your list continuations.