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Navigable Slide Index

1. Introduction
2. Talk outline
3. Single campaign - response model example
4. Response model example - profitability
5. Response model example - test mailing
6. Response modelling - key steps (1)
7. Response modelling - key steps (2)
8. Response model - response rate by decile
9. Response model - value by semidecile
10. Response model - contribution by decile
11. Expected contribution on roll out
12. Response and value
13. Example - response index
14. Example - indexed spend per responder
15. Example - response and spend per account index
16. Predicting expected value per customer
17. Model comparison - cumulative gains chart (1)
18. Model comparison - cumulative gains chart (2)
19. What is campaign optimisation?
20. Campaign optimisation pre-requisites
21. Campaign optimisation example
22. The "no constraints" problem
23. Volume constraints
24. Treatment prioritisation
25. Customer rules based allocation (1)
26. Customer rules based allocation (2)
27. Campaign optimisation
28. Formulation of objective function
29. Formulation of typical constraints
30. Campaign optimisation software
31. Benefits of campaign optimisation
32. Summary
33. Thank you

Topics Covered

• Optimising a single campaign using a response model
• Response and value models
• Campaign optimisation explained
• Treatments
• Constraints
• Objective function
• Predictive models
• Methods of resolving contention
• Mathematical formulation
• Campaign optimisation software
• Business benefits of campaign optimisation

Links

Series:

• Statistics of Direct Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008