Strategy: The Importance of Source Code Tracking and Matchbacks

In this example, the last mailing will receive a disproportional amount of the sales from the matchback. I don’t favor making assumptions for the allocation of this factor because it means introducing yet another unknown. Any allocation at this point really is not necessary, because what matters is the performance of the housefile buyers by segment for all five mailings combined. Any analysis from names mailed more than once should be evaluated in total across all mailings and not necessarily by individual drop.