Strategy: The Importance of Source Code Tracking and Matchbacks

Source code tracking is as important as ever. The fact that matchbacks are done on the back-end of a mailing doesn’t mean we should not stress the importance of capturing source codes on the front-end. Continue to capture those source codes on the front-end and use the matchback to help allocate orders through the Web and miscellaneous non-traceable results. Recognize that matchback methodology isn’t perfect. Certain assumptions must be made.