unfortunately that model is still looking at who is most likely to start spending, with an overall mailing effect.
What i want is for the model to measure how that 'mailing' coefficient varies across the firmagraphics etc
As i see it, these are 2 separate approaches,
- the 1st measures how likely a site is to start spending, which is the natural rate if you like.
- the 2nd measures how much the mailing impacts whether they start spending (if it does at all!)
I could just measure the differences in uplift at some pre-determined level (e.g. industry by size), however i need to take into account the repeated mailings and a model would also allow me to throw more variables into the mix.
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