This paper contains a survey of the recent literature on the evaluation of direct marketing campaigns. We give an outline of the various stages included in such a campaign. Next, we review the statistical methods most frequently used and we review the general findings from using these methods.

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Erasmus Research Institute of Management
hdl.handle.net/1765/169
ERIM Report Series Research in Management
Erasmus Research Institute of Management

Jonker, J.-J, Franses, Ph.H.B.F, & Piersma, N. (2002). Evaluating Direct Marketing Campaigns: recent findings and future research topics (No. ERS-2002-26-MKT). ERIM Report Series Research in Management. Erasmus Research Institute of Management. Retrieved from http://hdl.handle.net/1765/169