tag:blogger.com,1999:blog-32202893.post3145082576161121815..comments2023-10-18T08:32:17.510-07:00Comments on Kevin Hillstrom: MineThatData: Matchback Comment From "Anonymous"Unknownnoreply@blogger.comBlogger6125tag:blogger.com,1999:blog-32202893.post-22573527707486098892009-03-01T16:37:00.000-08:002009-03-01T16:37:00.000-08:00Ah, thank you for clearing that up, Jeff!Ah, thank you for clearing that up, Jeff!MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-72619452294391203992009-03-01T12:38:00.000-08:002009-03-01T12:38:00.000-08:00Hey Kevin - My comments were more directed towards...Hey Kevin - <BR/>My comments were more directed towards the anonymous comment that spawned the post rather than your algorithms. I'm familiar with your book and your work and I'm a huge fan. I think that your Multi-channel Forensics forecasting is some of the best thinking around this topic that I've seen to date. <BR/><BR/>JeffUnknownhttps://www.blogger.com/profile/00184454129435282364noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-32901371650478132232009-02-27T17:57:00.000-08:002009-02-27T17:57:00.000-08:00Hi John, demographics certainly play a role!Matt -...Hi John, demographics certainly play a role!<BR/><BR/>Matt --- yes, organic sales should be viewed separate, though many matchback vendors allocate those back to catalogs.<BR/><BR/>Jeff, my algorithm is actually called Multichannel Forensics, and is very different than the matchback algorithms that are mentioned here. I forecast future sales on the basis of the past channels customers order from --- I leave allocation of orders to folks who specialize in that stuff.MineThatDatahttps://www.blogger.com/profile/14014200122021988374noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-85596533175026713652009-02-27T12:58:00.000-08:002009-02-27T12:58:00.000-08:00In my opinion, if you are matching your conversion...In my opinion, if you are matching your conversion to a single marketing event, you are really missing the entire picture. In today's market, it is really about the accumulation of the marketing events that can drive a purchase decision and not just one catalog or one email. I'm a big fan of looking at the path to purchase in the response allocation process rather than attempting to use a "Last touch wins" methodology. Sorry to say this, but if your "algorithm" doesn't take all relevant marketing events into account, it is not near the "best in the business."Unknownhttps://www.blogger.com/profile/00184454129435282364noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-45194967531496445422009-02-27T12:33:00.000-08:002009-02-27T12:33:00.000-08:00I think this may be a symantically arguement to so...I think this may be a symantically arguement to some degree. Matching back a sale can be finding the marketing channel that a sale came in through. Or it can be matching to the channel the created the sale.<BR/><BR/>This also makes me think about Organic sales. Shouldn't one find the organic sales of each marketing channel and NOT match that sales back to anything?<BR/><BR/>Also, as primarly a non-email database marketer I would like to raise my hand and say that I benefit from your airheaded analyses.Matthttps://www.blogger.com/profile/15298719957361903936noreply@blogger.comtag:blogger.com,1999:blog-32202893.post-17416220788153069202009-02-27T05:44:00.000-08:002009-02-27T05:44:00.000-08:00This is a great issue to debate and I believe the ...This is a great issue to debate and I believe the answer depends upon the company and to a certain degree, customer demographics. It's unfortunate that a respectful debate is sometimes difficult to solicit. At least there's passion around analytics:)Anonymousnoreply@blogger.com