Upuzzling Matchbacks
A matchback identified the key code for 35 percent more of these orders and 31 percent of the sales. This process increased matched orders to 81 percent and matched sales to 92 percent.
The matchback isn’t perfect, but which set of data would you rather use to plan your next campaign?
The Matchback System
The matchback process was once shrouded in mystery. You needed a mainframe with a high-end programmer. Today, you need a working knowledge of Microsoft Access and a laptop. If you lack either, you can outsource the service to any number of companies. In its simplest form, a matchback mirrors a dedupe process. You simply append the key codes from your mail-file records to their match key dupes on your order file.
- Companies:
- Microsoft Corp.
- People:
- George Hague
- J. Schmid
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
