With so many channels in which consumers can buy products, it can be extremely difficult for the marketer to determine which promotional activity (if any) triggered the sale.
Purchases that cannot be directly traced back to a promotional activity may be categorized as un-sourced purchases. Depending on the nature of the merchandise being sold, we have seen the rate of un-sourced purchases reach as high as 40% of the overall number of orders placed. Clearly these high percentages make it difficult for marketers to determine the effectiveness of their various marketing efforts.
I-Dentify™, our proprietary matchback software, assigns every transaction our various PIN identifiers. This gives you the ability to measure response across channels and across time. Beyond reporting, I-Dentify provides insight on the sales impact of alternate contact strategies, determines the long-term value of customers, optimizes selection criteria for mailings, and maximizes your overall profitability.