Michael I. Grant

Recently, there’s been a push to build sophisticated regression models using the latest technologies and techniques. And rightly so! The gains in both processing speed and capacity have enabled statisticians to incorporate large amounts of catalog, retail and Internet data, as well as demographics, to generate results specifying the best names to mail. A marketing professional is considered remiss if he or she isn’t testing a regression model with various vendors. While these analyses reflect some of every cataloger’s database marketing efforts, there are some areas that commonly are neglected. I’ll discuss one of these: measuring the success of your recent marketing efforts