Matchback Analytics: Tools to Understand the Relationship Between Catalog Mailings and the Flood of Web Buyers
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Jim Coogan
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In the first of a three-part series over the next three weeks, catalog circulation consultant Jim Coogan takes an in-depth look at the data catalogers should be obtaining from their matchback analytics.
In today’s multichannel commerce environment, the Web is producing a flood of orders. And typically these orders come without source codes. A growing number of catalogers are recognizing the need for matchback analysis to understand response to their catalog mailings.
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