Presented at List Vision 2000, New York City by Perry D. Drake
Perry D. Drake along with three other colleagues presented various toimages regarding outside list modeling options. The outline for Perry’s portion of the presentation is given below.
Toimages Discussed Include:- Outside list modeling options: response models, best customer (or clone) models
- Steps required to build a response model
- Making a promotional decision based on a response model
- Importance of defining your list selects for building a response model carefully
- Steps required to build a best customer model
- Making a promotional decision based on a best customer model
- Importance of defining your best customers for cloning carefully
- Response models versus best customer models
- When to consider the use of a best customer model over a response model in your outside list campaigns
- When not to consider the use of a best customer model
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