Matchback Analytics: Tools to Understand the Relationship Between Catalog Mailings and the Flood of Web Buyers
7. Mix of source-code orders, matchback orders and nonmatching orders: This data tells you how many orders can be linked back to a mailing, how many orders are coming from the Web and how many are coming from retail during the life of a mailing.
8. How big is the variation between different list segments mailed between source-code buyers (with source codes) and matchback orders (without source codes)? Are all the lists showing about the same portion of uncoded orders, or are your Web buyers showing a much higher portion of orders without source codes?