Matchback Do’s and Don’ts
As you do more matchbacks, you’ll get better at defining criteria and gleaning useful data from the results. But for now, don’t get hung up on details. You’ll be forced to make compromises, but the information you’ll find will be useful.
So until the day that all customers beg to give us their keycode information, happy matching.
Terrell Sellix is vice president of marketing at McIntyre Direct, a Portland, Ore.-based, full-service catalog agency. Sellix combines her love of data analysis with a sensitivity to the human side of marketing that stems from four years of marketing good health concepts in West Africa. For questions, contact her at: (503) 286-1400.