Data and Audience
Match-backs are a way for marketers to track response rates to offline marketing efforts, primarily catalog mailings. A match-back consists of comparing a mailing list to actual web orders to see who responded to receiving a catalog or direct mail piece. In the digitial world, the customer journey is easier to track, but when a marketing effort goes offline, tracking its efficacy hasn’t always been easy. Match-backs help provide analytics that can provide insight to the success of an offline marketing campaign.