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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 churn, divergence loss,
duration of the effect of a campaign)
should...
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