paradoxical conclusion that the segments with the highest scores in a response model may not provide the biggest return on a marketing investment
- Chapter 2: Data Mining Applications in Marketing and Customer Relationship Management
- from Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management, Third Edition
- Publisher: John Wiley & Sons
- Released: March 2011
The paradox: people with high score might already bought the product or similar, thus not likely to generate revenue.
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