Targeted marketing campaigns often stimulate many types of customer response, both online and offline. Most importantly, marketers need an accurate reading of the incremental effects generated by their campaigns.

  • Under-valuation may occur if all channels of responses are not measured.
  • Over-valuation may occur if all responses are attributed to the campaign.
    Careful attention should be paid to the logical rules for correct matchback of behaviors to marketing campaigns.

Moreover, analysis of a customer’s prior channel usage will substantially affect predictions about their future responsiveness and the allocation of their business by channel. Separate models may be needed by channel and it may be necessary to separately predict response with or without marketing stimulation.

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