Upuzzling Matchbacks
To verify your results, request that the mail records and their matched order records be provided on the same row in your returned matchback file. Now you can double-check the matchback results. You won’t get a 100-percent match rate, but your data, and decisions based on it, will be better.
Here’s a final example: For one mailing, a matchback increased all prospect list responses by more than 20 percent. One list’s response increased by 50 percent. For several of the prospect files, that was the difference between success and failure. That’s why order tracking still matters.
- 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.
