5 July 2018
TV attribution modelling is an analytical process used to assign web or phone response to TV spots. When this analysis has been undertaken it is possible […]
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19 June 2018
Brand advertising techniques are very different to direct response advertising techniques. Even when you are running an integrated multi-channel campaign it is important to understand the […]
27 January 2018
First party data is data that your organisation has collected and owns about your customers. It is information that has been gathered in the course of […]
15 February 2017
Understanding response rates by media channel is a vital component of marketing and media planning. If you know the response rates, media costs and likely conversion […]
2 October 2016
What response rates can you expect from Direct Mail? Warm Direct Mail – mailings to your active customer file: In our experience, warm direct mail, i.e. DM […]
9 May 2012
‘Multivariate’ means ‘many variables’ and in the context of marketing it usually means analysing multiple variables from customer records to get a deeper understanding of the […]
27 October 2010
Predictive modelling is a term with many applications in statistics but in database marketing it is a technique used to identify customers or prospects who, given […]
12 October 2010
Your customer database is a potential fountain of opportunities to improve campaign targeting, creative messaging and return on marketing investment. Good database analysis can have a […]
28 June 2010
Smart data analysis can be a major source of campaign insight and even competitive advantage for brands and advertisers. The customer data owned by a brand […]