Direct Mail and Catalog

C3 integrates directly with both prospecting and CRM Direct Mail/Catalog campaigns with the ability to attribute value at the user level. The integration begins with C3 Metrics capturing a digital conversion where a CRM &/or Unique Identifier is available.

By passing this identifier within the C3 Metrics conversion tag (as the 'account_id' parameter), C3 Metrics is able to match this unique identifier (CRM ID) to our own C3 Metrics Universal ID (C3UID)

The 'account_id' parameter represents something unique to the user, such as: account id, encrypted email address, encrypted phone number. If the same user were to return for multiple conversions, the 'account_id' would be the same.

C3 then receives both a Direct Mail/Catalog feed (feed of users who have been mailed) and a report detailing the cost of each mailing. This feed would be sent on a regular cadence with the following fields:

CRM ID/Account_Id, Date of Mail Drop, Creative Name

The 'CRM ID/Account ID' is the Account ID of the consumer who has been mailed which covers instances when you mail to a current customer.

What about Prospect Direct Mail?

For Prospecting mail, the same procedures would be followed, same feeds would be sent, but only after a matchback has revealed which of your new customers were part of the Direct Mail/Catalog prospecting campaign. To better understand how it works, let's assume that Bill is not yet a customer but has been to your site multiple times via the following user path:

11/1  Display ----> 11/2 Non-Brand Search -----> 11/5 Retargeting ----> 11/7 Brand Search ----->

And on 12/15, Bill makes a $399 purchase, with an order id of 9484844848 and he is assigned an CRM ID / Account ID of 12345 (below is the tag which would fire)

Bill's completed path to purchase now looks like this:

11/1  Display ----> 11/2 Non-Brand Search -----> 11/5 Retargeting ----> 11/7 Brand Search -----> 12/15 $399 Purchase (account id=12345)

But wait ....

It turns out that Bill was sent the 12/1 Winter Catalog and that is not part of the path ... at least not yet.

On 2/1, the Direct Mail/Catalog 'matchback' for the 12/1 Catalog drop is completed where New Customers are compared to the mailing list to determine which new customers received the mailing. Once those new customers are identified, they are added to the feed sent to C3 and here's what Bill's entry looks like in the feed sent to C3 Metrics:

12/1,winter catalog, 12345

This data is imported into C3 and the platform adds in the Winter Catalog to Bill's purchase:

11/1  Display ----> 11/2 Non-Brand Search -----> 11/5 Retargeting ----> 11/7 Brand Search ----->
12/1 Winter Catalog</b> ----> 12/15 $399 Purchase (account id=12345)

That particular conversion is then recalculated and the model is now able to properly attribute value to the 12/1 Winter Catalog.