Description
Workshop:Net Lift Models:Optimizing the Impact of Your Marketing
Instructor:Kim Larsen, VP of Analytical Insights, Market Share Partners
Intended Audience:
Statisticians, business analysts, and market researchers who build predictive models for marketing and retention campaigns
Workshop Description
The true effectiveness of a marketing campaign isn`t response rate, it is the incremental impact - that is, additional revenue directly attributable to the campaign that would not otherwise have been generated. Yet traditional targeting criteria are often designed to find clients that are interested in the product, but would have bought it anyway, whether or not they received a promotion. In such cases, the incremental impact is insignificant and the marketing dollars could have been spent elsewhere.
Net Lift Models are designed to maximize incremental impact by targeting the undecided clients that can be motivated by marketing. These "swing customers" are akin to the swing states of a political election; data miners could learn a lot from political campaigns.
This workshop demonstrates how to build Net Lift Models that optimize the incremental impact of marketing campaigns, covering the pros and cons of various core analytical approaches.
For more information:http://www.predictiveanalyticsworld.com/sanfrancisco/2011/net_lift_modeling.php
For inquiries e-mail regsupport@risingmedia.com or call (717) 798-3495.
