Match Back Processing
Available from Data Services, Inc.
Has a direct mailing driven your customers to make an internet purchase or are they true web buyers? Tracing internet sales back to the original source can be a challenge for mailers.
Are these Direct Mail Responders?
On average, over 50% of web purchases cannot be traced back to their original source making it difficult to evaluate mailed segments. Lists or segments that look like they may not be working may actually be profitable and those where responses have made a downturn may in fact have increased web sales. Knowing the full picture for all mailed segments will help you make good decisions when it comes to your marketing plan.
Match Backs can identify which customers are responding to a postal mailing or other offers and/or sources. Differentiating between internet buyers and internet buyers that are a result of a direct mailing is essential for marketing campaign development. As different marketing approaches may be taken for direct mail buyers versus buyers from other sources, knowing the true source of yours sales is critical.
The Match Back Process
Using the Customer Number (if provided) and proprietary name and address deduplication logic, Response files are matched to Mail Files to assign the best Source Key where the source is unknown. If the same responder appears on more than one mail file, the response will be allocated to the mailed Source Key timed closest to the Order Response Date.