Alphanumeric code used to sequence and identify records on a computer file; also called keyline. Matchcodes are usually created from portions of the name and address fields and typically include a check digit and/or a tiebreaker-that is, a randomly assigned number that prevents the assignment of a duplicate matchcode to two or more records with similar names and addresses. The matchcode is printed on customer-reply documents such as order forms, invoices, and questionnaires, as well as on mailing labels, to make it easier to locate the correct record when the documents are returned for processing.
Matchcodes are a more reliable means of locating a record than name and address because people have a tendency to sign their names illegibly or to vary their name and address slightly when they correspond. For example, George W. Green at 123 Main Street could also be Dr. G. William Green at P.O. Box 456, and he may indiscriminately use one address or the other when ordering or corresponding. If his matchcode is also on the correspondence, the record can easily be identified.
A drawback to using a matchcode system is that the matchcode changes each time the customer's address or name is permanently changed. The marketer then loses the ability to track a customer's purchase history over long periods of time. For example, when Jane Doe marries and becomes Jane Green and submits an order to the marketer, she is assigned a new matchcode based on her new last name. The computer can't tell that they are the same person and treats Jane Green as a first-time buyer. This problem can be solved by assigning, instead of a matchcode, a random customer number (an account number) that can stay with the customer despite changes in name or address. This account number system will work only if customers diligently submit their customer number with all correspondence.
