How to measure advertising effectiveness

yins

一个project，要求评估广告的效果

数据如下
Recency,Frequency,Monetary,Receive Catalog,Receive Postcard,Receive E-Mail,Catalog Net Sales,Online Net Sales
01/2007, 8xs            , $300      ,Y                        ,Y                        , Y                     ,$200                     ,$100
03/2006, 1x              , $60        ,Y                        ,N      
                 , Y                     ,$10                       ,$50

我得问题是：我不知道用哪些东西来评价广告效果
大家有没有什么可以指点一下，给个链接什么得也可以

我得思路是：用Recency,Receive Catalog,Receive Postcard,Receive E-Mail做为输入参数
来对Frequency,Monetary做统计分析
将所有客户进行cluster归类
然后对各个cluster 再用Catalog Net Sales,Online Net Sales进行详细分析

请熟悉marketing的人指教

qj8866

T-test or ANOVA

jangle

T-test and Anova is used to test whether the difference of groups is significant. If this project is concerned with effectiveness of the advertising activity of only one specific retailer (is it true?), I doubt whether T-test is appropriate here since just data about some indicators of one company at two different time points are available,.

qj8866

independent variables.