Managing the Flood of Web Buyers, Part 3

In part three of my four-part series on how the increased presence of Web buyers has affected catalogers’ circulation plans, this installment takes a look at how matchbacks can be used to get a true response on the effectiveness of catalog mailings.

Below is an example of response rate reporting when you only have source codes reported by phone operators and a lack source codes on orders coming from your Web site’s shopping cart (please click on the chart at the bottom of the page).