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Response Modelling
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Understanding who responded may lead to understanding why
Analysing the responses allows you to compare the outcomes with your expectations.
Using the response model helps you refine your targeting over a series of campaigns. It is a part of the continual improvement process that can help deliver incremental improvements in your direct marketing. Developing champion/challenger cells can be driven by effective response analysis.
Response modelling is appropriate for all direct marketing campaigns.
How does Response Modelling work?
Response models use analytical techniques to identify and describe, in descriptive or behavioural terms, those segments of the target market that responded to a greater, or lesser, degree than the overall target market.
It is a bit like building a scorecard for response, each element used to select the campaign recipients is measured against the campaign outcomes to determine which elements were seemingly the most influential. The advantage in using our services is that we can incorporate a wider range of variables in the response analysis to help you build a knowledge bank of the drivers of response.
What else should I know?
Like all data products, particularly those that may involve use or disclosure of personal information, the client must comply with the Privacy Act 1988 and other applicable data protection and privacy legislation.
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