It takes significant additional resources to handle this type of analytical tasks correctly and in regular fashion. This is why many advertisers overlook this important aspect of post-campaign analysis and have to deal with the overall results of promotion.

Analysing the performance of direct mail campaigns has many advantages from increasing the ROI to understanding how to best allocate various channels in a campaign. However, it takes significant additional resources to handle this type of analytical tasks correctly and on a regular basis. This is why many advertisers overlook this important aspect of post-campaign analysis and have to deal with the overall results of promotion. One of the techniques marketers can employ to analyse the performance of their campaigns in more depth is called match back analysis.

A match back analysis process starts after the campaign was sent and the campaign duration has finished, allowing for all the orders or response instances referring to the campaign to be accounted for. Two lists are prepared regarding a specific campaign: the original campaign document and the customer order file. The first document includes all information that were used with the specific mail campaign such as source codes, offer codes, geography etc. The latter encompassed the customer order data such as name, address, date of purchase, offer code used, Loyalty card number. The list may include either all order data regardless of channel or only the unaccounted order data (order data that cannot be accounted by one specific channel).

The data can also be enhanced by adding additional business data such as employee count, sales volume or years in business. Such data, provided by a third-party vendor, can help the marketer understand the campaign results better, for example by including subset groups that respond and perform above average. Once these two files have been collected, they are matched using a specific match logic or system.

The benefits of running frequent matchback analyses are beyond the pure ROI increase. Having detailed response information allows marketers to refine future campaigns making them more profitable, eliminating subsets that are underperforming from the list, driving savings on future total marketing expenditure. Overall, a mail campaign matchback analysis can show marketers how important their direct mail marketing is to the business, a growing challenge with so many different marketing channels being at their disposal.

Sources: mytotalretail.comtargetmarketingmag.com