TY  - ADVS
AU  - Rowson,Paul
TI  - Campaign optimisation
T2  - Statistics of direct marketing : understanding the key methods and calculations,
PY  - 2008///
CY  - London
PB  - Henry Stewart Talks
KW  - Direct marketing
KW  - Statistical methods
N1  - Animated audio-visual presentations with synchronized narration; Title from title frames; Contents: 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; Access restricted to subscribers
UR  - https://hstalks.com/bm/855/
UR  - https://hstalks.com/bm/p/275/
ER  -