By: Sam Koslowsky, Senior Analytic Consultant, Harte Hanks
So you have a mailing campaign you are about to conduct. Your goal is to secure both increased response rates and sales volume. And a customer targeting methodology is crafted. Nothing elaborate-but response and sales models will be developed. You have results from a previous program, and are prepared to aggregate the data so that it can be mined. We have 974,232 individuals tagged as mailed, and 11,418 flagged as responders. Response models can be developed in the standard way. We may use a sample of mailed households, with associated responders, and a model can be constructed. Similarly, we retrieve
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