Building Lasting Customer Relationships - A Case Study from Business Week

Presented by Rhonda Knehans Drake at the Annual DMAW Conference and Expo, Washington DC, May 4, 2005



An in-depth analysis of a well-established magazine publisher identified its introductory subscribers who would renew at acceptable rates.

At this session Rhonda revealed how the buidling of a new regression model enabled Business Week to reallocate its mailings and make its renewal efforts far more efficient and profitable.


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