Question

Topic: Research/Metrics

Is Statistical Analysis Useful For Direct Marketing?

Posted by Anonymous on 10/28/2005 at 9:35 AM ET 25 Points
I am in an DM environment, but statistical methodology like GLM , MRA hypoth and sign. testing i etc is a hard sell. Can it be useful after all ?
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  • Posted on 10/28/2005 at 11:39 AM Member
    Yes, it can certainly be useful if it's done correctly. You can test response rates, at a minimum, as well as testing the outgo population versus control in terms of the behavior you are trying to impact. If your response rate is pretty low, though, you will need a pretty sizeable outgo to see significant differences.
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