Cover Story: 50 Best Tips of 2009
Our annual compilation of the years most useful ideas
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Contact Strategies
21. Go beyond matchbacks.
Marketers ultimately want to get more out of media attribution [aka matchbacks] than static stats. Understand the relationships between marketing channels and transactions to gain insight to optimize contact strategies. By measuring, understanding and predicting individual behavior, retailers can be more targeted, providing the right offer for each person while creating more relevant messaging.
Michael Caccavale, Pluris
“Matchbacks: The Next Generation,” June, All About ROI
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