Marketing.1

• Direct Marketing
  • Response rates
  • Segmentations for mailings
  • Reactivation likelihood
  • RFM
  • Discount targeting
  • FinServ
  • Phone marketing
    • Generally as a follow-up to a DM or a churn predictor
  • Email Marketing
• Offline
  • Call to action w/ unique promotion
  • Why are people responding- How do I adjust my buy (where, when, how)?
  • “I’m sure we are wasting half our money here, but the problem is we don’t know which ad”
• Media Mix Optimization
  • Kantar Group and Nielson are dominant
  • Hard part of this is getting to the data (good samples & response vars)