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Powergen: The journey to marketing optimisation

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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
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Document Type: Research Article

Publication date: 2007-07-01

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