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Ernie Schell
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Investing in a statistical package, the models developed helped company officials classify more than 85 percent of customers, compared to just 50 percent using their previous methodology. Putting their new analytical approach to the test, response rates for the avid gardener group increased 6 percent year over year. The casual buyers group, now receiving a different type of catalog, exhibited similar increases.
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Ernie Schell
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