“You build a killer direct advertising response model. Ready to make some decisions on mailing depth? Budget be damned! Make your decisions based on PROFIT. Mail too deep and throw money away. Stop too short and leave money on the table. You know what you have to do … decisions come straight from your Gains Table! There you will measure the profitability of each population decile. If you do it right, decisions on future advertising campaigns will be easy to make.” – Rich Gee, President, Rich Gee Coaching, Oxford, CT April 30, 2008
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