Strategy: The Importance of Source Code Tracking and Matchbacks

Date ranges are important to accurate matchback reporting. For instance, how many months should you matchback? This varies by how often you mail and how much business is driven by the Web. The problem occurs in the last holiday catalog mailing. The matchback favors this mailing.

For example, let’s assume a cataloger makes five different holiday mailings. A large portion of the sales from these mailings will occur the last three or four weeks prior to the Christmas holiday.