Mathematics in Direct Marketing: Part 2

How do you use maths to make marketing more effective?

JaywingDMG's Jan Gardner talks about statistical techniques and how best to apply them for the job in hand, including how important it is to use what the maths tells you in practice..

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.