36 Minutes

Identifying waste in your marketing campaign budget and hidden incremental revenue are key to improving marketing campaign return on investment (ROI).

Achieve that mission, and you could realize a potential reduction of costs of up to 40 percent while simultaneously improving response by up to 35 percent.

You can enjoy that kind of result by leveraging a statistical technique that can identify customers that will respond anyway, without the need for a campaign, as well as those who could be negatively affected by the marketing action.

Moreover, Uplift Modeling can deliver higher response and incremental revenue simply by targeting fewer customers, effectively reducing campaign costs.

We interview Dr. Mark Smith to gain Portrait Software's perspective on predictive analytics.