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It uses sophisticated technology to produce super-targeted messages depending on members' preferred Harrah's location, dining habits and game-specific play. The company's direct mail budget for "churner mailing" reduced by 60 per cent for highly targeted marketing campaigns. One place variation could have been added, though, is using more probe selection techniques: this would help test if the ColoPrint feature subset was indeed “optimal”, especially since there were 33,834 probes to start with.

Pages: 428

Publisher: Springer; 2013 edition (September 4, 2013)

ISBN: 364241298X

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