Bookbinders Case 1

BookBinders Case Kiara Cole, Joseph Gambardella, Katherine Prescott

Team Contributions: Kiara Cole:  Joseph Gambardella: Katherine Prescott:

1

 INTRODUCTION: One of the principles of Database ar!etin" is “you will lose money sending a terrifc piece o mail to a lousy list, but make money sending a lousy piece o mail to a terrifc list.” #ith this case$ %ou &ill learn to e'aluate D(T()(*+ (RK+TING C(P(IGN*, &ill be e-posed to customer choice lo"it and re"ression models. In this case$ )oo!binders )oo! Club is considerin" t&o di/erent methods 0i.e.$ customer choice lo"it model and linear re"ression model1 to understand the factors that in2uence customers3 order of the boo! titled (rt of 4istor% of 5lorence. 6U+*TION*: 67. +-plain &hat does the statement in the Introduction 0in bold and italics1 mean8 5ind one or t&o successful and unsuccessful compan% e-amples of catalo"ue9mail mar!etin"8 +-plain &h% some are successful &hile others are not. Gi'e one or t&o e-amples that are rele'ant to this case. 6. Run the Customer Choice 0;o"it1 odel. On the