Matchback Analytics, Part 3: Six Key Questions and Pointers

5. What is the potential for increasing the frequency of mailing prospecting lists that respond well above breakeven? If the matchback shows lists performing well above breakeven, it may be possible to mail to them more frequently.

6. Are your Web buyers and your traditional call-center buyers a different demographic? Are the “pure Web” buyers different than the catalog-generated Web buyers? Ask your co-op database providers to model your buyers by channel and tell you how the different channels yield different kinds of buyers.