Direct Selling: Making a Match
Three Levels of Results
The outcome of a matchback analysis and correlation study serves as a guide for analysis of a mail campaign. By tracking order data, you know the number of customers bought using the catalog. For the rest, we’re guessing … which mailing “tripped their triggers”, whether their typing your company name into Google was a function of having received a catalog, and which combination of letters and numbers will find the most customers on your mail files.
Still, all that work produces a viable set of benchmarks for your analysis. You know what you definitely got from the mailing, what you most likely got and what you can presume you got by incorporating each level of data—namely, tracked, matched and correlation-based pro-rated allocation. Then you can make directional decisions for future campaigns—decisions that likely don’t involve drastic cuts in circulation.
Lastly, Who Does It?
Consider having a reputable service bureau process your matchback for you. The cost is often relatively minimal, particularly when you’re evaluating several mailings at once. Bureaus’ address standardization tools often are superior to anything you might have on your desktop—and many of them already have matchkeys developed and can turn around a project in a fraction of the time it would take if you did it yourself.
Good luck and happy mailing!
Steve Trollinger is executive vice president of J. Schmid & Associates, Mission, Kan. You can reach him at email@example.com.