How to build a model to improve response [electronic resource] / Stuart Clarke.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Statistics of direct marketing: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (40 min.) : color, sound)Subject(s): Direct marketing -- Statistical methodsOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
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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Mode of access: World Wide Web.