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Knowledge Discovery and Data Mining’, MIT

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— When a campaign is developed, the

purpose (retention, win back,

cross-/up-selling) and the competitive

environment have to be identified.

— In the calculation of the financial

impact of a campaign, only those

turnovers and costs/contribution

margins which are directly influenced

by the decision to launch a campaign

or not should be considered.

— The important assumptions

(propensity to