Who
is most likely to subscribe or respond?
Response modeling drives efficient and effective campaign
performance while revealing the factors that influence customers
to respond. Response models identify individuals most likely to
exhibit certain behaviors based on past purchases, demographics,
lifestyle and attitudinal data.
A score is generated for each prospect that identifies
the most likely candidates to respond to a given promotion based
on intelligence derived through data mining.
Upon reviewing a lift chart of predicted gains by decile
or demi-decile, the marketing manager may choose a threshold
from which to conduct the campaign.
Resources may then be focused on those who
elicit the greatest potential for acquisition. |