Susan Pizzano, Executive Vice President, will be leading a session at ACCM 2008-The Annual Conference for Catalog and Multichannel Merchants on Matchbacks: Going to the Source? Accurate Multichannel Matchbacks for Bottom Line Results.
Customers are bombarded with multichannel messages and then buy through one or more channels. How do we know what drove the sale? The catalog? The email? Paid/organic search? The next door neighbor? The answer has very real implications for future contact strategy, marketing costs, and contribution to the bottom line. This session will help you determine the key factors in allocating sales/orders through matchbacks.
Susan will be joined on the podium by Gary Boisvert, General Manager of Sturbridge Yankee Workshop, who will discuss how SYW currently performs matchbacks. The conference takes place May 19-22, 2008 at the Gaylord Palms Resort, Orlando, Florida. The Matchback presentation will be Tuesday, May 20 at 3:45 p.m. – 5:00 p.m.
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