Working Papers

CRISP: Customer Response-Based Iterative Segmentation Procedures for Response Modeling in Direct Marketing

Wayne S. DeSarbo and Venkatram Ramaswamy

Jan 1, 1994

Presents a procedure that allows direct marketing analysts to account for customer heterogeneity in a database, thus enabling them to gain a more accurate picture of how customers respond to marketing offerings and to target future campaigns more effectively.

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