How many marketers yearned for success using models only to find they could not deliver the response promised? Uncover the reasons why model development efforts have failed in the past and examine case studies where good models have gone bad. These common mistakes can be avoided. From understanding the goal of data selection and interpretation to the execution of test mailings, you will see many eye-opening reasons that may help you give modeling another chance. You will: • Leave with a list of common mistakes that can ruin your chances of success • Resolve unanswered questions that have caused you to abandon modeling • Learn what questions to ask the next time you try modeling