TY  - ADVS
AU  - Clarke,Stuart
TI  - How to build a model to improve response
T2  - Statistics of direct marketing : understanding the key methods and calculations
PY  - 2008///
CY  - London
PB  - Henry Stewart Talks
KW  - Direct marketing
KW  - Statistical methods
N1  - 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; Access restricted to subscribers
UR  - http://hstalks.com/lib.php?t=HST54.1952&c=250
UR  - http://hstalks.com/lib.php?t=HST54&c=250
ER  -