Matchbacks: Tools and Technologies to Try
Matchback tools also can be added to your existing order management software. These programs offer immediate matchback capabilities by integrating mailing data and order information into a single database. When orders are received, they’re automatically matched to a mailed record. Two examples of these software solutions are the Media Matchback Module, which runs in Response Direct Commerce Software by CoLinear Systems, and the Matchback Response Analysis feature of WiseGuys by Desktop Marketing Solutions. The latter links to several standard order management software programs. Costs for these types of tools can range from $1,000 to $3,500 depending on what commerce software you use. Visit www.colinear.com or www.desktopmarketinginc.com.
Other worthwhile resources include: Channel Match by Experian (www.experian.com/products/channel_match.html) and the various solutions and services available from CognitiveDATA (www.cognitivedata.com).
Remember that matchbacks are not an exact science: There always will be a portion of your sales that come from unidentifiable sources. But keeping that proportion of your sales to a minimum can offer significant benefits to your overall marketing strategy.
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.