6 Questions to Ask When Cutting Catalog Circ, Part 1
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Jim Coogan
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2. Are you doing a matchback to capture orders that should be allocated back to a catalog mailing? With the growth of the online shopping cart as the preferred way to order, match back orders to the catalog mail files when measuring response. Shopping carts aren’t designed to mandate the capture of source codes. So results from catalog mailings are typically underreported to the extent that Web orders are taken without source codes.
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