Direct Marketing Analytics with R
Direct Marketing Analytics with R
useR! 2008 Dortmund, Germany August, 2008
Jim Porzak, Senior Director of Analytics Responsys, Inc. San Francisco, California
Revised Sep08
Outline
Introduction ? What is Direct Marketing (DM)? ? How does "analytics" play a role? ? What's Special About DM data & analytics?
DM data requirements -> Class Structure Basic DM Metrics Testing Segmentation Modeling Directions & Questions (Appendix with resources & links)
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useR! 2008 -Porzak - DMA
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Introduction
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What is DM?
Also know as "direct response marketing."
Characteristics:
? Directed at targeted individuals or demographic ? Response is asked for and expected ? Tracking of responses back to source ? Evaluated by counts and value [, ?, $, ...] ? Testing of alternate elements is implicit in DM
Elements (in order of importance):
1. List 2. Offer 3. Creative
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useR! 2008 -Porzak - DMA
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Channels used in DM
Classical
Individual
? Direct Mail
Demographic
? Advertisement ? TV or Radio ? Billboard ? Insert
Internet
Individual
? Email
Demographic
? Banner ? Search
Paid Free
Remember, all of above ask for a response that is traceable back to source!
09/03/08
useR! 2008 -Porzak - DMA
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