Matchbacks Weigh Your Options
Weigh Your Options
Matchbacks offer a more accurate picture of sales driven by the catalog to all channels.
Some tips for measuring your options:
- Factored allocation is OK if the total unallocated orders are less than 10 percent.
- One-off matchbacks work if you mail less that five times per year.
- Frequent matchbacks are good if you mail more then six times per years, have a circulation of more than 2 million and have unallocated orders in excess of 10 percent.
- In-house solutions work when you're a large mailer with custom requirements, dedicated IT resources and a large budget.
—Michelle Farabaugh, partner, LENSER