Strategy: The Importance of Source Code Tracking and Matchbacks

For example, if customers purchase products from the Internet, they become Internet buyers. However, they’ll receive a catalog in the mail. They may make a second purchase from the Internet.

When I do matchbacks, these people always will be considered catalog buyers after their initial purchase, because they were mailed catalogs with a housefile key code identifier. While the catalog remains the largest driver of traffic to the Web, this does make it difficult for the Internet marketing manager to verify that the business is growing and remaining on budget since, in this case, the credit is going to the catalog. This factor will impact the repurchase stats for the Internet.