Matchback Analytics, Part 3: Six Key Questions and Pointers
1. Allocation of buyers’ methodology. Are buyers allocated by crediting the most recent catalog? This is the basic methodology that’s appropriate when the mailings are spread evenly. Are buyers allocated by an alternative methodology because of the bunching of catalogs in the holiday season, for example? If a buyer is mailed several catalogs, then the methodology for allocating that buyer to a particular catalog gives the proper credit across all the catalogs mailed in a single season.