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Direct marketing statistics and mathematics (6 points)


Leader: To Be Advised

Not offered in 2003.

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%

Contact Hours: 5-day split block

Prerequisites: MKX5702

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