Special Report Matchbacks

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).

Conclusion

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 her four years of marketing good health concepts in West Africa. For questions, contact her at: (503) 286-1400.