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Article: Preventing model muddle. (use of response, risk, and combination models) (Focus: Database)
- Article from:
- Direct Marketing
- Article date:
- August 1, 1989
- Author:
CopyrightCOPYRIGHT 1989 Hoke Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PREVENTING MODEL MUDDLE
Response, risk and combination models address three different marketing objectives. Know what you need before you decide which to use.
STATISTICAL modeling of response data from direct mail campaigns has become a necessary part of most sophisticated direct response programs. Partly because of this growing popularity of the discipline, today's direct response advertiser has a wide and daunting array of modeling techniques to choose from. Understandably, the first-time model user may be susceptible to aggressive salesmanship from service vendors with the seemingly invincible "black box" -- a purported panacea whose ingredients the ...