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Cookbook Modeling Data for Marketing_5

Tham khảo tài liệu 'cookbook modeling data for marketing_5', khoa học xã hội, kinh tế chính trị phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Page 173 How can you tell this has happened to you If response rates seem extremely low but still have somewhat of a pulse and if the offer is a proven offer this may be an area that you want to investigate further. How can you confirm it First take the mail file and have this group s data that would have been used to score them appended. Score the model or apply the schema. Are they in the correct deciles groups If the answer is yes you may need to look elsewhere for the source of your problem. If the answer is no perform one other check. Go back to the main file database where these persons scores are stored. Pull out those names that were mailed and confirm that they belong to the deciles groups they should. This two-part validation will answer two issues Was the data scored properly to begin with and was the model inverted In the example of the direct marketing agency the problem lay with having two databases in two different IT environments. The mainframe held the main database and was where the models were scored. A copy of these scores and deciles was extracted and given to an IT group in a relational setting. The scores were added to the relational environment and in doing so the programmers ignored the decile codes and redeciled with the highest scores being assigned to decile 10 instead of 1. In revalidating and investigating all the efforts if we had just compared the individual scores on the file in the relational setting without comparing back to the mainframe we would have missed the problem. The cautionary tale here is that it can happen so be careful not to let it. 6. Like a good farmer check your crop rotation. This is another elementary point in database management but again it can be overlooked. I was once asked if list fatigue existed and I believe it does but can be avoided minimized. One tactic is to develop some sound business rules that allow you to systematically rotate your lists. In direct marketing the rule of thumb is usually 90-day .