Strategy: More on Multichannel Matchbacks

On the other hand, you might have lists that look like they’re falling off, or your total rentals look like they’re trending downward. This could just be a result of heavier Web sales. It sounds simple, but without knowing the level of performance of all segments mailed, you could be led to some false conclusions that will influence your marketing strategy and other decisions. A matchback will keep you on track and give you confidence in the results needed to make sound circulation judgments.