A long way off a direct response

In his article “Directly right up my nose” (MW last week) Alan Mitchell does us a real injustice.

In our remoteness versus purchase propensity model Mitchell is classified as “South Georgia/ give him the full SP”.

Our analysts tell me that this segment is likely to respond on the 21st prompt (Mitchell has only received 20). Unfortunately, the response is not always as we would hope.

Peter Simpson

Commercial director

First Direct

Leeds

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