Matchback Analytics, Part 3: Six Key Questions and Pointers

Dive deeply into your matchback results to read and understand the implications of your Web buyers — those who are driven by catalog vs. Web buyers who come to you purely through the Web.

Jim Coogan is president of Catalog Marketing Economics, a Santa Fe, N.M.-based consulting firm focused on catalog circulation planning. You can reach him at (505) 986-9902 or jcoogan@earthlink.net .