ProSpeak: Where Lies the Future of Digital?

4. Build source code logic
It’s imperative to build comprehensive source code logic that, by channel, tracks conversion (what campaign, what type of creative, what hook, what date, what time of year, etc.). Simply put, there is no such thing as a single-channel donor. No one spends all his or her time using just one medium. Source code builders must think from a consumer or donor standpoint and build a source code logic that is comprehensive and flexible enough to capture as many scenarios as possible. Perhaps 100 percent capture is impossible, but 80 percent is realistic.