Think Long Term for Search Customers' ROI

Catalogers have long used matchbacks to understand the effectiveness of catalog marketing efforts. The great thing about matchbacks is they give you a window into the interaction between marketing activities. For example, if a catalog is mailed on Nov. 1, and the consumer receiving the catalog uses paid search to place an order on Nov. 15, you have a strong hunch that both catalog and search marketing played a role in generating that order.