Department of Statistics, The Ohio State University
Statistics and Biostatistics Colloquium Series

Applications of Statistics in Database Marketing

Dave Cameron,
Sr. Director of Data Solutions,
Merkle Database Marketing

3:30PM - Tuesday, November 5th, 2002
Room 170, Eighteenth Avenue Bldg. (EA 170)

ABSTRACT

Database Marketing is a form of Marketing which is used to target offerings to customers and prospects using the right message at the right time to the right people. The emphasis is to replace the "junk mail" with relevant messaging and offers that build business, increase loyalty, provide better service and help establish long-term relationships between businesses and consumers.

In recent years, as technology has permitted large datasets to reside on PCs, the role of statisticians has increased significantly. The talk will center on what Database Marketing is from the statistician's viewpoint, and how the field can be and is being advanced by the use of statistical techniques and tools. Case studies will illustrate.