November 21, 2006

Measuring Advertising Effectiveness, Early Feedback

Lots of good feedback so far on the exercise to find a way to measure advertising effectiveness, and on the dataset of ten thousand simulated customers. Several vendors have volunteered to attempt to find a solution, and I received feedback from several data mining experts that they want to take a crack at the exercise.

If you know of good analytical folks, or you work with good vendors willing to try to solve something for the good of the catalog/online industry, send them this link. Entries need to be submitted by January 31, 2007.

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...