new salvation army econometric case...
TRANSCRIPT
AN ECONOMETRIC CASE STUDY TO OPTIMISECHANNEL SPEND
CHRISTMAS APPEAL
9 times out of 10If someone goes online
No way to track which offline channels drove them to donate online
Univariate Analysis
Multivariate Analysis
Correlation Statistic
E.G. Height &Weight
E.G. Number of caraccidents and the
most commoncolour tie men wear
E.G. More exercise,less body fat
A lag of one day
CASE STUDY
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Outliers
Evidence of diminishing returns
Are Diminishing Returns present?
Overall response model Direction of variables
40%
Always start with your univariate analysis Assess up to 30 different lags for each channel Account for external factors Use stepwise regression Cross check your model results against theunivariate resultsAdd interaction and adjusting affects into yourmodel
Analysts Top Tips
Consider all touch pointsMake sure you know the optimum spend points
Marketers Top Tips
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