August 18, 2015


A collection of our published whitepapers:

Optimised campaign planning – Using contact optimisation software to support campaign planning

The case for a multi-sourced prospect pool – How multiple sources can improve targeting efficiency

Maximising returns from a multi-channel marketing budget – Using a decision support optimisation software tool

Setting goals for contact optimisation – How to derive your optimisation framework

Digital media attribution – Capturing the interactions between traditional and digital media

Deciding who gets what, when and how – Untangling the many strands implicit in contact optimisation

RFM or propensity score – which wins out? – We decided to give it a challenge by building, as an alternative, a propensity model

A guide to solving the marketer’s recruitment budget optimisation problem. For many senior marketers, managing the customer recruitment budget is one of the biggest challenges we face.

Using data science to target longer term customer value –  Case Study: Using data science to allocate multi-channel marketing recruitment spend towards longer term customer value for a large life intermediary

Case study: making the financial case for introducing a Customer Data Platform (CDP) – for people in marketing, finance and IT who are considering investing in a CDP