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FIRSTPLUS gets help

31 Dec 2004

create the first customer value model.

Audi goes high-tech to promote new car

31 Dec 2004 | by Melanie May

Audi is sending out USB memory sticks in a campaign to promote its new A4 model to key prospects

British Gas case study: Saving energy

31 Dec 2004 | by Melanie May

programme since 2003, but this was quite a different remit. Its solution was a targeting model that would ... efficiency questionnaires was fed into the model to work out propensity to purchase. "We do a home audit ... propensity to buy. This was where the modelling came in - the data British Gas had didn't define the type ...

Sponsor's Statement: Invest in data for results

31 Dec 2004 | by Ben Thompson, Communications manager, Corpdata

But any business worth its salt must adapt to changing markets ensuring the natural evolution of their business models. So why should DM be any different? Consumers are tired and response has dropped away due to a haphazard approach pioneered by the old behemoths. We have always been diametrically opposed ...

Editorial: No single answer to DM having the Midas Touch

31 Dec 2004 | by Bill Britt, Editor, bill.britt@haynet.com

-house sales data, previous questionnaires, modelled them, and mounted a major campaign using direct mail, door ...

Critique: Direct mail - Vaughan Lonsdale, creative director, Rocket Science

31 Dec 2004

at a price below the entry level model should be good enough to get some feedback without offering a ...

Buyers spoilt for choice

31 Dec 2004 | by David Murphy

modelled from a sample of real questionnaire returns? This is important as some lists 'fill the gaps' with modelled attributes." Peter Thompson, sales director at Experian Marketing Services, adds: "If you can ... the names been directly researched, compiled from other data sources or modelled form a sample of real ...

Head to Head: Direct mail has never been more targeted

31 Dec 2004

mailing with an increase in the use of model- based targeting. The huge range of data sources now ...

2004 round up: 2004 - The industry fights back

31 Dec 2004

motivates consumer buying decisions. - Experian launches behavioural tool Prime Performance Modelling ...

Trailblazer: Stretching SPACE

28 Dec 2004

campaign for the BMW 7 Series model in the second quarter of this year. The objectives were to drive ...

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Making the most of mobile

Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.

 

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