Putting Your Geek to Work: Analyzing Campaign Results
In This Chapter
Understanding and working with different types of data
Profiling marketing campaign responders
Using decision tree techniques to understand responses
Building response models
Chapter 15 explains how you go about measuring the success of your database marketing campaigns. Ultimately, you can assign a specific value to your campaign’s financial contribution. Once you’ve done that, it’s time to roll up your sleeves and see what you can learn from that campaign.
Analysis of marketing campaigns has become quite sophisticated over the years. Statistical software packages such as SAS and SPSS are incredibly advanced and easy to use. If I’d had one of these packages when I took undergraduate statistics, I could have done the entire semester’s worth of homework in an evening. In Chapter 19, I talk more about selecting statistical software.
Some of these packages actually have software modules specifically designed to analyze marketing campaigns. The convenience of this tool set is a great asset. I encourage ...