JSM 2005 - Toronto

Abstract #303132

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Legend: = Applied Session, = Theme Session, = Presenter
Activity Number: 368
Type: Contributed
Date/Time: Wednesday, August 10, 2005 : 8:30 AM to 10:20 AM
Sponsor: Section on Statistics and Marketing
Abstract - #303132
Title: Alternative Assessment Criteria for Gauging Performance of Database Response Models
Author(s): Sam Koslowsky*+
Companies: Harte-Hanks, Inc.
Address: 55 Fifth Avenue, New York, NY, 10003, United States
Keywords:
Abstract:

Most managers agree that incorporating statistical response models into marketing campaigns provides a significant advantage when courting prospects and customers. Indeed, this fact is so well established that even nonquantitative marketers have been taught how to evaluate the results of a modeling exercise. Inevitably, certain components of the evaluation process are ignored, and they can make a difference in selecting the eventual correct model to use. This session will explore several additional model assessment criteria that should be considered by marketers as they decide the eventual response model to deploy. All of these criteria use the standard gains or lift table analysis used by marketers to gauge model performance.

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Revised March 2005