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| Tekijä: | Jain, C. |
| Otsikko: | How to forecast the rollout response of a mailing list from a sample test in direct mail |
| Lehti: | Journal of Direct Marketing
1995 : WINTER, VOL. 9:1, p. 29-36 |
| Asiasana: | DIRECT MAIL SAMPLING FORECASTING |
| Kieli: | eng |
| Tiivistelmä: | Testing new lists is the lifeline of the direct mail business because it provides access to new customers, which is necessary for future growth and profit. Mailers often lose money on list testing. This article proposes a procedure (method) that is cost-effective, and at the same time, provides adequate information about the universe so that the mailers can make the right decision whether to go slowly on a list or to jump from a sample test to a full run. |
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