ahead of the competition means your company needs to keep up
with the latest trends and industry news. At Terno, we
are working hard to keep you posted of the latest. Read
on for more information about how source codes are changing
the catalog business.
Do you really know?
Most savvy catalogers know source code tracking is very
important. Trying to determine if a list rental was effective
or how to budget a circulation is often based on the results
of a source code. The system catalogers have been using for
many years is in need of a change thanks to the multi-channel
revolution where the internet is gaining more clout by the
to find the proper way to allocate web orders is not an easy
task. The easiest answer is to place a source code box in your
shopping cart for customers to enter. However, this can be
ineffective because the customer does not have any incentive
to enter it. Adding a promotion to the web site to capture
source codes may be a good way to get proper tracking but this
suggestion is to simply have a drop down box asking the
customer what brought them to the web site including an option
for catalog, referral web sites, search engines, or other
specific methods. Each of these methods can act as a specific
source code to be analyzed.
if the customer selected "catalog" as their source
code, a small modification can be added to your system to add
the last mailed source code to the order. This allows your
company to truly track the performance of a specific source
code that has been mailed. Otherwise, mailed source code
results may be very misleading without factoring web orders.
An option would need to exist to indicate the number of days
between a mailing and a web order to count towards the source
simple changes can be made to allow web orders to be properly
attributed to an original source code. With web orders
increasing steadily, it will become more important for
multi-channel marketers to know the true results of their
particular source codes.