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| Database marketing with TV media Targeting Works Best results are coming from large combinations of variables. 0.0269 0.0341 0.0822 0.148 0.1683 0.21 0.3478 0 0.05 0.1 0.15 0.2 0.25 0.3 Age,Gender (StatProj corr) Age,Gender,Income (StatProj corr) Age, Gender, Income (StatProj dist) Interest 0-1 + Personics (StatProj corr) Interest 0-1 profile (StatProj corr) Hand-chosen combination (StatProj Variable correlation with orders per spot Weighted combination (StatProj dist) Weighted combination (StatProj correlation) Weighted combinations of the 221 12.9x improvement by using rare variables!!!! 2 variables – age and gender

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Page 1: Targeting Works

| Database marketing with TV media

Targeting Works

Best results are coming from large combinations of variables.

0.0269 0.0341

0.0822

0.1480.1683

0.21

0.3478

0

0.05

0.1

0.15

0.2

0.25

0.3

0.35

0.4

Age,Gender (StatProj corr)

Age,Gender,Income (StatProj corr)

Age, Gender, Income (StatProj dist)

Interest 0-1 + Personics (StatProj

corr)

Interest 0-1 profile (StatProj corr)

Hand-chosen combination (StatProj

dist)

Hand-chosen combination (StatProj

corr)

Variable correlation with orders per spot

Weighted combination (StatProj dist)

Weighted combination (StatProj correlation)

Weighted combinations of the 221

12.9x improvement by using rare variables!!!!

2 variables –age and gender

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