Model Development
How to devise a winning housefile-segmentation model
Look at the scope and depth of house names mailed. Names that weren’t mailed aren’t available for inclusion in a model-development sample.
Avoid anomalies, that is, situations where purchase behavior may have been significantly altered by some other event.
Look at seasonality. If you’re building a model to be used for holiday season mailings, include prior holiday campaigns in the model-development process.
- Companies:
- Catalog Vision
- Donnelley Marketing
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