• 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
• 29 min
  2. How to evaluate results from direct marketing campaigns involving targeting

  • Mr. Tom Breur
• 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

PDF

Navigable Slide Index

1. Introduction
2. Agenda
3. When to use this system?
4. How do you improve response?
5. Using a data mining model
6. Selecting test cells
7. Two control groups
8. Statistical comparisons
9. Statistical calculations (1)
10. Statistical calculations (2)
11. Statistical calculations (3)
12. Statistical calculations (4)
13. Tracking marketing and targeting effect over time
14. Campaign tracking
15. Tracking the random group
16. Tracking the targeting effect
17. Evaluating costs and statistical power analysis
18. Statistical power analysis
19. Relation between p-value, effect, and group size
20. Opportunity cost random group
21. Calculate opportunity cost random group
22. Opportunity cost reference group
23. Calculate opportunity cost reference group
24. Contacting the reference group
25. Maximizing statistical power
26. Best practice campaign selection process
27. The case for a reference group
28. The case for a random group
29. Why always a random group?
30. Why select in this order?
31. How to determine target depth?
32. Wrap up

Topics Covered

• 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

Links

Series:

• Statistics of Direct Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on May 22, 2008
• Archived on May 28, 2025