Matchbacks: Tools and Technologies to Try

Accurately determining what level of matchback your company needs can depend on several factors: available resources, the specifics of your contact strategy and time constraints imposed by future planning cycles, to name a few. Following are three steps that can help you select a strategy and vendors.

Step 1: Identify marketing channels you’d like to include in your matchback. You get sales from several channels. Which channel’s orders should you include in your matchback, and which should you omit? You probably get orders from direct mail (e.g., catalogs, postcards, flyers, special mailings), Internet, e-mail marketing campaigns, paid search engines and affiliate marketing programs. Choose the mix that’s right for you based on the following information.

Step 2: Determine how much you’re willing to invest. Advanced matchback tools can come with prices that may be a bit too steep for smaller
companies and may not be necessary for your level of business. Determine at what point the cost of a matchback will outweigh the impact of the sales
decision. Take the following into consideration:
• the percent of unknowns to your overall sales,
•the proportion of your contact strategy that includes outside list sources, and
• if you suspect your allocation of marketing dollars will vary significantly based on the information.

Step 3: Study and compare resources. The discussion below addresses several possible solutions.
•Low-cost matchbacks. If your marketing channels are limited or your budget tight, look for low-cost alternatives to the standard technologies available. You’ll find that most data processing vendors offer some kind of matchback capabilities. Talk with your current data processing vendor to determine what kinds of matchback services it offers. It already handles your mailing files and is competent (or you wouldn’t use its services). Costs can range from $500 to $5,000 depending on the quantity of names mailed and your vendor’s pricing.