Skip to main content

Powergen: The journey to marketing optimisation

Buy Article:

$43.00 plus tax (Refund Policy)

Use of propensity modelling to improve performance of direct marketing activity can be very effective on a campaign by campaign basis. Increasing sophistication in the way in which propensity models are applied can also demonstrate dramatic results. This article provides a case study to demonstrate the impact of applying different propensity models (value and channel propensity) within a service business, providing evidence of significant performance gains without any change to business processes.Journal of Direct, Data and Digital Marketing Practice (2007) 9, 76–83. doi:10.1057/palgrave.dddmp.4350068
No References
No Citations
No Supplementary Data
No Data/Media
No Metrics

Document Type: Research Article

Publication date: 2007-07-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more