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DSA Publications & Papers

From time to time we will include articles of interest to database marketing practitioners.
All of this material is copyrighted with all rights reserved.

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    How To Use Predictive Models

    Build A CRM Database

    What Marketeers Need to Know about Segmentation   (Part 1)   (Part 2)   (Part 3)   (Part 4)

    Lifetime Value Nice Idea or Critical Concept?

    Modeling Product Purchases

    You Know What You Do But You Know Why You Do It?

    The Bayesian Alternative Or Another Way to Skin the Modeling Cat

    Building & Monitoring, Profitable, Technology-Based, Multi-channel Marketing

    Working with Tricky Segments

    Why One Model may Not Suffice

    So What If It All Went Away

    All the Way to Bright

    Direct Marketing for Internet Marketers

    Working to Build Better Regression Models

    It’s Not Too Late To Catch Up

    A World Without Models & Overlay Data?

    Optimizing Your Contact Strategy

    It Costs More to Get Them Than To Keep Them. Sez Who?

    Building & Implementing Zip Code Models

    Thinking About Customer Service and Market Research....

    To Straighthen Or Not to Straighten That Is the Question

    Separate Models for Separate Segments?

    Do You Really Want To Wait For A Data Warehouse

    The Benefits of Cohort Group Reporting

    More on Fuzzy Segments

    Prototype Databases – Try before you buy!

    Just Send It!

    Real World Modeling Concerns – It’s Not about Tools