A Better Mousetrap
Getting a Better Result
This is the essence of a differentiation model that explicitly develops a picture of a single campaign’s performance out of a marketing complexity. It is meaningful whenever the holdout response rate runs significantly above zero, which implies that responses are influenced by other media you may be aware of … or not at all. By addressing each campaign issue in a differentiation manner, direct marketers can pinpoint each marketing objective and eventually leverage marketing efficiency as a strategic whole.yy
Amoy X. Yang is a senior database-marketing analyst with Fifth Third Bank in Cincinnati, Ohio. He can be reached via e-mail at email@example.com.