Predictive Modeling, Short-Term Recovery Campaign - AMA Iowa | Iowa Chapter of the American Marketing Association

Predictive Modeling, Short-Term Recovery Campaign

Mercer Consumer

Because the analytics team used advanced analytic techniques to create a predictive regression model, the direct mail campaign was able to reduce mail expenses by efficiently predicting and targeting the marketing material to those NARFE members more likely to purchase STR. While NARFE is the only client with a STR client-specific model, there is now an opportunity to create a client-specific model for additional clients that need to cut quantity or reduce marketing dollars in future mailings.

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