Abstract #301737

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JSM 2003 Abstract #301737
Activity Number: 291
Type: Contributed
Date/Time: Tuesday, August 5, 2003 : 2:00 PM to 3:50 PM
Sponsor: Business & Economics Statistics Section
Abstract - #301737
Title: Using Statistics Smartly in Subscription Marketing
Author(s): Hairong Crigler*+
Companies: Gemstar TV Guide
Address: 20 Mohawk Trail, Westfield, NJ, 07090-2708,
Keywords: logistic regression ; survival analysis ; randomized test ; experimental design ; hypothesis test
Abstract:

Direct mail and telemarketing are the two major channels used in subscription marketing for acquisition and retention. The journey to successfully marketing through these channels is not always smooth. A survey of TV Guide's experience illustrates how innovations in the use of statistics and guidance for marketers in executing robust, yet practically applied, statistical methods can greatly enhance business solutions and improve companies' bottom lines. A few highlights are delivery of statistical knowledge in business context, persistent education of teams, framing statistical analysis within practical business parameters, careful planning and execution of randomized experiments, making persuasive recommendations, maintaining a watchful eye on the roll-out of applications.

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Revised March 2003