MKF5704

Direct marketing statistics and mathematics

(BUS)

Associate Professor Robin Pollard

6 points + 6-day week module plus 2 x 1.5 days + Second semester + Caulfield (week module) and (2 x 1.5 days) + Prerequisite: MKX9702

Synopsis: One-shot mailing analysis, break-even point, sensitivity to response rate, lifetime values, simple club finances, sensitivity to retention, premium values, negative option clubs, return on promotion. Business statistics, multivariate techniques, data visualisation software and inference, quantitative marketing techniques, model fitting, generalised response modelling, advertising/promotion dynamics, wealth maximisation, explanatory variables, clustering techniques, experimental testing, segmentation, RFM, tree methods, linear scoring, discrete choice models, data mining, neural networks.

Assessment: Assignments: 55% + Computer examinations: 45%