Campaign optimisation [electronic resource] / Paul Rowson.
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 (33 min.) : color, sound)Other title: Campaign optimizationSubject(s): Direct marketing -- Statistical methodsOnline resources: Click here to access online | SeriesAnimated 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.
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Mode of access: World Wide Web.