Mathematics in Direct Marketing: Part 1

Is Direct Marketing a mathematical discipline?

JaywingDMG's Jan Gardner tells us why maths is important, how it is often overlooked and gives some examples of the kinds of results maths can achieve.

About JaywingDMG
JaywingDMG helps its client in four areas:
Consultancy, which is quite simply our heritage. Insight offers analytical techniques in profiling (demographic, segmentation, on and offline behavioural analysis), propensities (response, purchase, usage, dormancy, attrition) and optimisation (price, value, channel). Contact is the design and running of complex, real-time, data-driven, multi-channel communications programmes and includes Decision Marketing (contact strategy, campaign rules, real-time decisions), Database (design, build, manage), Execution (campaign delivery, measuring ROI), Reporting (design, delivery) Data includes Analytical Data Planning, smartlists, list management, data enhancement, cleansing and management

Digital Brain is a concept that brings together offline and online data to deliver personal consumer experiences through digital channels based on real time intelligent decisions. At the heart of everything is a team of exceptional analysts, delivering great results fast.