Net Lift Models: Optimizing the Impact of Your Marketing Efforts
Автор Terry Woodfield, Ph.D., Analytical Training Consultant, Education Division, SAS
The true effectiveness of a marketing campaign is not the response rate; it is the incremental impact. That is, true effectiveness is additional revenue, directly attributable to the campaign, that would not otherwise have been generated. The problem is that targeting strategies often are not designed to maximize the incremental impact. Typical targeting models are successful at finding clients who are interested in the product, but too often these clients would have bought the product regardless of whether they received a promotion. In such cases, the incremental impact is insignificant, and marketing dollars could have been spent elsewhere. Incremental lift models are designed to maximize incremental impact (that is, the incremental lift over the control group) by targeting the undecided clients who can be motivated by marketing.
The self-study e-learning includes:
АудиторияStatisticians, business analysts, and market researchers who build predictive models for marketing and retention campaigns
Before attending this course, you should:
Используется SAS/STAT ПО
What Are Incremental Lift Models and Why Do You Need Them?