You searched for: "*"

The results has been filter on Authors containing Wendy Gersten.
ANA has found 2 results for you, in 141 ms.
Didn’t find what you were looking for? Try the Advanced Search!

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
×

Citation

Ruhland and Gersten (2004a, March 01). Low response and purchase rates in the automotive industry. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/low-response-and-purchase-rates-in-the-automotive-industry


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
×

Citation

Ruhland and Gersten (2003a, March 30). Generating scoring models with auxiliary target variables and data bridging. ANA - ESOMAR. Retrieved December 09, 2023, from


https://ana.esomar.org/documents/generating-scoring-models-with-auxiliary-target-variables-and-data-bridging