Analyze This! In medicine, the autopsy tells the tale. And in direct marketing, back-end analysis is the equivalent of "getting the post." If your marketing postmortem is going to be worth doing, it has to be done right. Bad analysis is worse than useless, since it can point you in the wrong direction. The Five W's The questions you pose in your analysis should be designed to obtain actionable information, useful in tailoring future list selections. A good framework for analysis is a ...

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