The Scientific Marketer

On control groups, lift, direct marketing and analytics . . . mainly

08 March 2007

Demand Suppression

So in certain segments, out campaign actually reduced sales. Impossible! How could that be? (Meanwhile.) Pet Lovers Monthly. Purrfect pets: Cats. (Murderers!) No! This can’t be happening. Cut the numbers a different way.

Labels: alienation, cartoon, negative effects, uplift

posted by njr at 09:13 PERMALINK

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Neither A Response Modeller nor a Penetration Mode...
Warranty
Boomerangs in Search of a Name
Uplift and Lift: Not the Same Thing at All
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The Fundamental Campaign Segmentation
Response
The Last Seduction
The Deceptive Simplicity of Scorecards
Creating Passionate Users

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