Are Matchbacks Accurate?

Matchbacks are the established best practice in direct marketing, and for good reason. The concept is straightforward. You mail a catalog, or you send an email marketing message to a customer, say on Monday. On Friday, the customer randomly appears on your website and purchases merchandise.

Twelve years ago, we would credit the website with generating the order. Six years ago, we used matchback routines to credit a catalog or email campaign with the order.