How to build a model to improve response [electronic resource] / Stuart Clarke.
Material type: FilmPublisher number: 1952 | Henry Stewart TalksSeries: Henry Stewart talks. Marketing & management collection. Statistics of direct marketingPublication details: London : Henry Stewart Talks, 2008.Description: 1 online resource (1 streaming video file (40 min.) : color, sound)Subject(s): Online resources:Item type | Current library | Home library | Call number | Status | Date due | Barcode |
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Books | Chinhoyi University of Technology Libraries | Chinhoyi University of Technology Libraries | Available |
Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: What is response analysis? -- The steps in building a targeting model (CRISP) -- How analytical techniques such as RFM, classification trees and regression analysis can be applied in order to identify the best targets for a direct marketing campaign -- Choice of software and modelling technique -- Model testing and evaluation -- Case study example.
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