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Research papers

Low response and purchase rates in the automotive industry

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the...

Catalogue: ESOMAR Conference on Automotive Marketing 2004
Authors: Johannes Ruhland, Wendy Gersten
March 1, 2004

Research papers

Generating scoring models with auxiliary target variables and data bridging

The authors present an innovative way to deal with a frequent practical problem in CRM and direct marketing projects: the lack of cases with known target behavior. Usually, this makes learning scoring models that can be utilized for selecting the...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Johannes Ruhland, Wendy Gersten
March 30, 2003