How to evaluate results from direct marketing campaigns involving targeting [electronic resource] / Tom Breur.

By:

Breur, Tom [spk]

Material type: Film

FilmPublisher number: 1858 | 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 (28 min.) : color, sound)Other title:

How to evaluate results from a direct marketing test

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Contents:

Contents: Determining the (one-off) marketing and targeting effect -- Tracking the (longitudinal) marketing and targeting effect over time -- Evaluating costs and statistical power analysis -- Best practice campaign selection process -- The case for a reference group -- The case for a random group -- Why select in this order? -- How to determine target depth -- Wrap up.

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Holdings
Item type	Current library	Home library	Call number	Status	Date due	Barcode
Books	Chinhoyi University of Technology Libraries	Chinhoyi University of Technology Libraries		Available

Animated audio-visual presentations with synchronized narration.

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Mode of access: World Wide Web.

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