Strategy: The Importance of Source Code Tracking and Matchbacks

Prior to e-commerce sales on the Internet, a catalog typically could trace 80 percent of its orders and revenue to a specific source or key code. Catalogers didn’t worry about the remaining 20 percent. They’d simply allocate it proportionally across all source codes. Life was simple in those days!

Today, tracing orders to a specific code is much more difficult and complex. That’s why the use of matchbacks has become a way a life for catalogers. This month, I’ll focus on the importance of tracing to a specific source code through a matchback.