NextAction Offers Matchback Tool

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CHICAGO - Cooperative database company NextAction Corp. debuted MatchPlus, a tool for catalogers that matches unknown and Internet sales back to mail codes, the Westminster, CO, company said yesterday.

The announcement was made at the Direct Marketing Association's Annual Conference for Catalog and Multichannel Merchants.

According to NextAction, MatchPlus can reduce unattributed sales by 60-70 percent. The average cost of the service is $1,000, and it is available exclusively to NextAction participants.

NextAction co-op members Crazy Shirts and SkinStore.com are using the service.

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