It is critical to properly attribute the source of orders so marketing programs can be evaluated and receive appropriate financial support. While the collection and analysis of key codes remains an important source of information, proper order attribution and response analysis now requires the matching back of orders to the mail file. We'll explore the alternatives and complexities of performing response analysis using matchbacks. You'll learn about:

• Properly allocating unmatched orders to channels


• Recognizing the limitations of matchbacks particularly as applied to mailing tests and intense customer contact strategies


• Understanding the implications of long-term brand recognition on Web orders