Matchback Analytics: Tools to Understand the Relationship Between Catalog Mailings and the Flood of Web Buyers
6. Incremental sales from matchback orders, overall percentage increase from matchback orders and percentage increase from house and prospect circulation: Matchback orders are responses without a source code that match addresses on the mail file. Source-code orders are responses with source codes. Nonmatching orders are responses with addresses that don’t match the mail file. This data shows the responses from orders with source codes and the responses from the mail file without source codes. This is the heart of your matchback data.