Predictive models no more than alchemy

Tapp, Alan
December 2006
Precision Marketing;12/1/2006, Vol. 18 Issue 48, p14
The article comments on the tendency of advertisers or direct marketers to attribute their work and sales associations to changing consumer behavior. The author points out that there is no evidence for changing consumer behavior. It is more likely that advertisers or direct marketers are observing a mailer lining up with consumers who have decided a certain action. Marketing analysts are always prone to look for, and use predictive marketing models, which have false implied precision.


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