What is the external marketing environment?
14 min
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- Archived Lectures *These may not cover the latest advances in the field
-
43 min
1. How to design and evaluate a direct marketing test- Mr. Nigel Hathway
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29 min
-
61 min
3. Advanced statistical techniques of direct marketing tests- Dr. Barry Leventhal
-
33 min
4. Campaign optimisation- Mr. Paul Rowson
-
40 min
5. How to build a model to improve response- Dr. Stuart Clarke
Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- Objectives
- Response analysis
- Steps in building a targeting model
- Modelling methodology
- CRISP-DM
- CRISP-DM processes (1)
- CRISP-DM processes (2)
- Phase 4: modelling
- Modelling techniques
- Recency, frequency, monetary value (RFM)
- Basic idea of RFM
- RFM process
- RFM results
- Benefits of RFM
- Problems with RFM
- Classification trees (1)
- Classification trees (2)
- CHAID
- CHAID tree example
- Benefits of CHAID
- Algorithms and vendors
- Regression analysis (1)
- Regression analysis (2)
- Linear regression
- Logistic regression
- Response modelling
- Loan response example (1)
- Loan response example (2)
- Loan response example (3)
- Benefits of logistic regression
- CHAID and regression
- Logistic regression: vendors
- New approach to response modelling
- Structured risk minimisation
- Benefits of SRM
- SRM: vendors
- Model testing and evaluation
- Validation
- Gains curve (1)
- Gains curve (2)
- The random model curve
- Gains curve and random curve together
- Decile analysis (1)
- Decile analysis (2)
- Decile analysis (3)
- Which technique?
- Main points of RFM
- Trees or regression? (1)
- Trees or regression? (2)
- Case study
- Background
- Data
- Initial regression model
- Reduced variable model
- Cade study: decile analysis
- Gains chart
- Conclusion
Topics Covered
- 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
Talk Citation
Clarke, S. (2008, May 22). How to build a model to improve response [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 4, 2025, from https://doi.org/10.69645/JNHK7522.Export Citation (RIS)
