catalogconsulting.com
Catalog Matchback Analysis - Part 2
In our previous catalog matchback post we discussed matchbacks and how we should not attribute 100% of the sales results to the catalog mailing because many of the sales are digital in origin. Customers are often touched multiple times (print, email, retargeting) along their purchase journey. Today we will look at catalog hold-out tests and how they can be used to modify your catalog matchback reports and provide a better understanding of a catalog's role in generating sales.