Direct Marketing/Expert Profile

Expertise

My expertise in this area includes developing statistical models to predict responses to direct marketing campaigns; designing tests to measure campaign or promotion concepts; promotional assessment; and calculation of breakeven and ROI for campaigns. I do not answer questions on how to write direct marketing copy, or production. My experience is strictly on the analytical side of direct marketing.

Experience in the area

I have over 10 years of experience in the analytical side of direct response marketing. I have built predictive models for catalog retailers, managed the marketing database for a community bank, and evaluated response patterns for coupon promotions.

Organizations

American Marketing Association

Education/Credentials

I have a B.B.A. in Economics and an M.B.A. in Marketing and Quantitative Methods, both from Loyola University of Chicago.

What do you like about this subject?

The fact that you can use statistics to predict who and how people respond to direct marketing promotions.