How to evaluate results from direct marketing campaigns involving targeting [electronic resource] / Tom Breur.
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 (28 min.) : color, sound)Other title: How to evaluate results from a direct marketing testSubject(s): Direct marketing -- Statistical methods | Target marketingOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: 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.
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Mode of access: World Wide Web.