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I'm emailing to thank you and your team for the incredible technical support Datamann offers. My IT staff has always commented
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Datamann has developed a Multi-Channel MatchBack process that sets the standard for response identification and allocation. As businesses experience a significant increase in the percentage of orders being placed via the web, it becomes even more important to make sure you are allocating orders to the correct mailing segment.
The Datamann MatchBack is a backend analysis process that helps to determine the true source of all those orders entered under an ‘unknown’ or Internet source code. The post-MatchBack dollar promotion/book result gives a truer picture of segment performance when reviewing reuse and rollout options for future mailings. These adjusted results will allow you to make better list selection decisions for future mail plans. The lift from orders allocated from the Internet and unknown source codes back to the mailed source code can change a list selection decision from ‘do not use’ to ‘use’.
Datamann’s MatchBack System offers unmatched flexibility, incorporating client’s specific business rules into the process. An average rate of MatchBack is 70%.
The process utilizes as input an orders history file and up to 20 individual mailing files. The first step of the process matches (based upon matchcode/address information) each ordering customer to all mailing/source code/date combinations targeted to that customer. The second phase checks the order date against all matched mailing/source code/date combinations and attributes the order to the mailing source code according to each clients specific business rules for order allocation. These allocation rule options include attributing the data to the source code whose date is most recently prior to the order date, utilizing source exclude tables, and percentage allocations to proportionately allocate data to multiple source codes. If the resulting matched source code is the same as the order source code, this is reported as a ‘confirmed’ order. When an order is matched to a new source code, the order data is subtracted from the order source orders/merchandise figures and is added to the matched source orders/merchandise figures. The final report then utilizes the source code mail quantities (totaled from the input mail files) to calculate the dollars per promotion/book pre-match, matched, and post-match.
The client specific proportionality tables take into account:
Combination of promotions/books mailed
Length of time the promotion/books have been in the home
Multiple promotions/titles with crossover when a response can be shared.
The percent of allocation of orders across multiple promotions/ books is determined by the client. We can override the rules for specific online promotions, promotion codes that have been entered online, or assignment of credit to a specific WEB ISP.
Datamann’s MatchBack process generates reports that can also be customized and interface with commercially available report writing tools. With Datamann’s MatchBack System, marketers are getting answers to questions, such as:
What channels are driving sales?
What mail campaigns are driving customers to the web?
What direct mail lists are doing better than you thought?
Are you getting answers soon enough to make adjustments to positively affect a current marketing campaign?
Does your MatchBack method/system allow you to incorporate your specific business rules?
Are you realizing a return on investment?
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