Breur, Tom, <br/><br/>
How to evaluate results from direct marketing campaigns involving targeting  [electronic resource] / 
 How to evaluate results from a direct marketing test 
Tom Breur. 
 - London :  Henry Stewart Talks,  2008. 
 - 1 online resource (1 streaming video file (28 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: 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. 
<br/><br/> Access restricted to subscribers. 
<br/><br/><br/>Mode of access: World Wide Web. <br/>System requirements:  Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+.  Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site.  Required Desktop Browser plugins & viewers:  Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+. 
<br/><br/><label>Publisher. No.: </label>1858  Henry Stewart Talks 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Direct marketing--Statistical methods.<br/>Target marketing.