Luciana Padua is a Business Administator and Magister in Data Mining. As a Customer Intelligence expert at SAS, she helps customers to understand how marketing analytics and automation technology can help them to increase their response rates and there for revenue. She has worked as a marketing analyst in banking and consumer goods companies in the past, using this kind of technology to tackle business problems. From her work with several clients and research conducted, she is continually learning about new direct marketing strategies and how to turn this strategies into actions.
We have finally arrived to our last stop in this Journey Towards Direct Marketing Optimization. If you have read the entire series of articles, you are now ready to understand what optimization means and how to perform it. For those who have not read the previous articles, I suggest you
Over this blog series: “The Journey toward direct marketing optimization” I have covered all the topics that are part of the optimization process. As said before, however, the most impactful part in an optimization problem is to set the constraints. If a company does not have any type of boundaries when selecting
We are now in one of the most interesting stops in our journey towards marketing optimization. We have been talking about optimization on the assumption that we have an optimization goal, however, as strange as it might sound, companies do not always know the overall goal of their direct marketing activities,
In this journey to direct marketing optimization, we have already gone through two important concepts: understanding what optimization means and differentiating customers through analytics for optimization. It is now time to make a stop to think about the campaign design process. We will describe how we need to plan our
Welcome back to our journey toward marketing optimization! If you missed the introduction, I previously explained the concept of direct marketing optimization in my last post, "The journey toward direct marketing optimization.” From that departure point, the topics in this post will take us to the first stop in the journey where we'll explore
Today most companies engage in direct marketing to communicate with their customers. If you work on a campaign management team, you are probably sending emails, SMS, letters (you can admit it - you are still doing it!) and also using call centers in order to extend offers to your customers. Some companies use analytics to choose
