ABSTRACT
One of the most common and most significant shortcomings of marketing analytics is the reliance on raw response rate, or similar metrics, as the basis for estimating the impact of promotional activities. The raw response rate to a marketing promotion is perhaps the easiest “assessment” to carry out, hence its popularity, but it is also potentially one of the most misleading ones: It reflects the attractiveness of the promotional stimulus, while offering no insights into the incrementality of responders' actions.
