Clarke, Stuart, <br/><br/>
How to build a model to improve response  [electronic resource] / 
Stuart Clarke. 
 - London :  Henry Stewart Talks,  2008. 
 - 1 online resource (1 streaming video file (40 min.) :  color, sound). 
 - Statistics of direct marketing : understanding the key methods and calculations .
 - Henry Stewart talks.  Marketing & management collection.  Statistics of direct marketing .
<br/><br/> Animated audio-visual presentations with synchronized narration.  Title from title frames. 
<br/><br/>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. 
<br/><br/> Access restricted to subscribers. 
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<br/><br/><label>Publisher. No.: </label>1952  Henry Stewart Talks 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing--Statistical methods.