Assessment of Direct Marketing
Bruce Ratner, Ph.D.
Direct marketers assess the accuracy of a response model by evaluating a decile analysis. The purpose of this article is to present two additional concepts of model assessment - precision and separability - and to illustrate these concepts by further use of the decile analysis.
Note: The decile analysis detailed above is "problematic." For why this is the case, click here.
1 800 DM STAT-1, or e-mail at email@example.com.