Strategy: The Importance of Source Code Tracking and Matchbacks

Tracing orders and sales to a specific source or key code is critical to arriving at proper conclusions and making the best decision on future circ plans. «

Stephen R. Lett is president of Lett Direct Inc., a catalog consulting firm specializing in circulation planning, forecasting and analysis. He is the author of “Strategic Catalog Marketing” a Catalog Success book published by Target Marketing Group Publications. You can reach him at (302) 537-0375 or via his Web site www.lettdirect.com.