Bookbinders case study (predictive)

Bookbinders Book Club (predictive)

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The Bookbinders Book Club (BBC) was established in 1986 for the purpose of selling books through direct marketing. BBC built and maintains a detailed database of its members and is developing a program to improve the efficacy of its direct mail program. Under consideration are three modeling approaches to isolate the factors that most influence customers using data collected from a recent mailing.

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Managerially complex

50%

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

30%

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.

Recent

50%

Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

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