Do You Know What Really is Driving Your Demand?

In our study, Web buyers were split into two equal panels. In drop No. 1, panel one and two were mailed. In drops Nos. 2 to 7, panel one was mailed, but panel two was not. The results reflect the full-season activity on the codes.

Other Benefits

You may find lists comprised of buyers who are heavy Web users. Such lists may look as if they don’t perform well, when in actuality they’re comprised of profitable customers. In this case, without a matchback you’d never know that. Also, you may assume you can’t find lists that perform well, when you actually have a few winners to add to your continuations. Or you could have lists that look like they’re falling off, or your total rentals look like they’re trending downward. This might be just a result of heavier Web sales.