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Assessment of Direct Marketing
 Response Models
Bruce Ratner, Ph.D.

Direct marketers assess the accuracy of a response model by evaluating a decile analysis. The purpose of this article is to present two additional concepts of model assessment - precision and separability - and to illustrate these concepts by further use of the decile analysis.

For more information about this article, call Bruce Ratner at 516.791.3544,
1 800 DM STAT-1, or e-mail at

DM STAT-1 website visitors will receive my latest book Statistical Modeling and Analysis for Database Marketing: Effective Techniques for Mining Big Data at a 33%-off discount plus shipping costs - just for the asking.

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