How to build a model to improve response [electronic resource] / Stuart Clarke.

By:

Clarke, Stuart [spk]

Material type: Film

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):

Direct marketing -- Statistical methods

Online resources:

Contents:

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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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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