Ever wondered why so many of us Direct Marketing folks and CRM lovers are so confident in committing marketig spend to campaigns? Its due to the fact that so many of the campaign responses are actually highly predicatible.
I call it the science of marketing which typically is a discipline for creatives. Combine science and soul and you will have top class marketing results.
See this article below posted on biz community and in Marketing Mix magazine
http://cdn.bizcommunity.com/Article/196/458/56199.html
I also enjoy this article, I recently picked up from KERN
http://www.thekernorg.com/i-knew-this-article-was-going-to-be-about-predictive-modeling
