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 […]
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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 […]
30 July 2010
I once attended a research debrief to report the results of a survey into the communication effects of a direct mail campaign. The survey asked if […]
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 […]