Low response and purchase rates in the automotive industry. Dealing with typical problems in direct marketing campaigns

Based on a survey among 22 direct marketing experts and in-depth project experiences within automotive industry, the authors identify two key issues: first, when the success of direct marketing campaigns should be measured; and second, when the results of a campaign should be used for selecting the target group for a new campaign.

Low Response and Purchase Rates in the Automotive Industry

Dealing with typical problems in direct marketing campaigns

Wendy GerstenAnalytical Customer Relationship Management, DaimlerChrysler Research, Germany

Johannes RuhlandBusiness Computing, Friedrich-Schiller-University...

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