Target customers through the Direct Marketing menu of SPSS Statistics

Variables and their characteristics

From the developerWorks archives

David Gillman

Date archived: January 13, 2017 | First published: January 29, 2013

Discover how to use the simple but effective customer-targeting algorithms in the SPSS Statistics Direct Marketing menu. Learn about the statistical issues that are related to potential variables and that can degrade analysis, and the commonly used customer characteristics and potential danger points. Review how to make the transition from SPSS Statistics Direct Marketing models to big data.

This content is no longer being updated or maintained. The full article is provided "as is" in a PDF file. Given the rapid evolution of technology, some steps and illustrations may have changed.



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