Do You Know What Really is Driving Your Demand?

In years past, when the non-traceable factor ranged from 15 to 20 percent, you could allocate back the unattributed across all source codes on a proportional basis. But this method of allocating non-traceable results won’t work today. Here’s why: Matchbacks have shown it’s inappropriate to give equal weight to a housefile, inquiries, co-ops and rented lists. Every time we perform a matchback, we find that 50 to 75 percent of the Internet results should be allocated to the cataloger’s own housefile! Another 10 to 20 percent should be allocated to outside rented lists (this varies based on how much prospecting a company does). The point is that true allocation is far from proportional.