Difference between Lookback and Response Each Time

Difference between Lookback and Response Each Time

• A. Lookback keeps the last value for a contact until a new value is entered
• B. Lookback stores values separately on each contact on each occurrence
• C. Lookback stores values on the master file
• D. Lookback is a type of extraction method

Answer: (A)

The concept being tested is how a lookback value persists across appearances for the same contact. With a lookback, you keep the most recent value observed for a contact and hold onto that value until a newer one is entered. This means the value you see on subsequent occurrences remains the last-known value, rather than creating a new value for every event. That’s why the statement that a lookback keeps the last value until a new value is entered is the best description. It reflects the persistence of the last observation rather than capturing a fresh value for each occurrence. In contrast, sampling values for every occurrence—often described as storing values separately on each contact on each occurrence—would align with a per-occurrence approach, not lookback. Storing values on the master file isn’t about how lookback functions, and labeling lookback as an extraction method mischaracterizes its role as a data-retention behavior.

The concept being tested is how a lookback value persists across appearances for the same contact. With a lookback, you keep the most recent value observed for a contact and hold onto that value until a newer one is entered. This means the value you see on subsequent occurrences remains the last-known value, rather than creating a new value for every event.

That’s why the statement that a lookback keeps the last value until a new value is entered is the best description. It reflects the persistence of the last observation rather than capturing a fresh value for each occurrence.

In contrast, sampling values for every occurrence—often described as storing values separately on each contact on each occurrence—would align with a per-occurrence approach, not lookback. Storing values on the master file isn’t about how lookback functions, and labeling lookback as an extraction method mischaracterizes its role as a data-retention behavior.