Model Development
How to devise a winning housefile-segmentation model
Factor in the length of time that has passed since the mailing occurred. The more time gone by, the more likely it is that things have changed.
Take into account changes to merchandising, creative, promotional offers and the like.
Help Create the Best Possible Analysis Sample
Most of the heavy lifting in the development process occurs here in Step No. 4. The statistician will conduct a three-way match of names promoted in the selected mailings, to the corresponding orders from those campaigns, and to all candidate model predictor variables. Brainstorming and diligence really can pay off here. Collectively ensure that you:
- Companies:
- Catalog Vision
- Donnelley Marketing
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