Statistics of Direct MarketingUnderstanding the key methods and calculations

Published May 2008 5 lectures
Dr. Barry Leventhal
BarryAnalytics Ltd, UK

The main aims of the series on ‘The Statistics of Direct Marketing’ are as follows:
• To explain how statistics can be applied at the various stages of the direct marketing process
• To provide explanations of key methods and calculations, so that users can apply these techniques... read moreto their own direct marketing campaigns
• To point the way to more powerful approaches that can be followed up with further research or support

The context for this series is assumed to be the management, evaluation and improvement of direct marketing campaigns – whether carried out by direct mail or any other direct channel.