The Benefits of Using a Decision Engine to Optimize Campaign
Planning for Direct Marketing
As Published in Database Marketing & Customer Strategy
Management
vol. 13
This paper is about a new technique for undertaking campaign
planning for direct marketing, and the benefits that this can
provide, as evidenced by case studies in financial services and
utilities. It demonstrates a very considerable commercial uplift in
terms of the value generated from direct marketing, but does not
require any change in operational technology.
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Optimising
Campaign Planning (131KB)