Regression analysis helps lift response
Article Abstract:
The response and conversion rates of consumer direct marketing campaigns can be improve by using regression analysis. It is a computerized statistical process of generating a predictive model of customers that are likely to become buyers. Regression analysis works by matching the customer file to a selected database to find names included in both files. Situations where regression analysis may prove effective include mailing lists with declining response rates and absence of potential prospects using the current set of demographic and psychographic elements.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2000
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How teens influence buying decisions
Article Abstract:
Direct-mail marketers should seriously consider the inclusion of teenagers in their mailing lists since this age group comprise a sizeable market. The emergence of two-income families, teen/young adult-oriented media outlets and the advent of the Internet have shaped them into trend-driven shoppers, who make their own purchasing decisions. Market studies also show that teens are major buyers of cosmetics, health and beauty aids, music and videos, electronic and sports equipment.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2000
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Getting the most out of the right broker
Article Abstract:
The basic function of mailing list brokers is to find the most suitable lists for direct-mail marketers. List brokers should be able to know which lists are working or which need updating. They are also sources of information about lists that are already available on the market and those that not yet available. The best brokers are those who know the particulary industry of a marketer, their market and the responsiveness of individual lists for that market.
Publication Name: DM News
Subject: Construction and materials industries
ISSN: 0194-3588
Year: 2000
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