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Book Cover
Streaming video
Author Rowson, Paul.

Title Campaign optimisation / Paul Rowson
Published London : Henry Stewart Talks, 2008
Online access available from:
HSTalks Business & Management Collection    View Resource Record  


Description 1 online resource (1 streaming video file (33 min.) : color, sound)
Series Statistics of direct marketing : understanding the key methods and calculations, 2056-4570
Henry Stewart talks. Business & management collection. Statistics of direct marketing
Contents Contents: Optimising a single campaign using a response model -- Response and value models -- Campaign optimisation explained -- Treatments -- Constraints -- Objective function -- Predictive models -- Methods of resolving contention -- Mathematical formulation -- Campaign optimisation software -- Business benefits of campaign optimisation
Notes Animated audio-visual presentations with synchronized narration
Title from title frames
Restricted Access restricted to subscribers
Notes Mode of access: World Wide Web
Subject Direct marketing -- Statistical methods
Form Streaming video
Other Titles Campaign optimization