How to Expertly Evaluate Your Campaign Results
Matchbacks are a must in this multichannel world.
By
John Lenser
and Fatemeh Khatibloo
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Second, unallocated orders normally are factored against known response. For example, if 20 percent of response is unknown, the known response to each segment is increased by 20 percent across all segments. Unfortunately, unknown response never is random or proportional across all lists or segments.
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- FLAX Art & Design
- Lenser
John Lenser
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Fatemeh Khatibloo
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