Client needs to better understand their customers. They would like to answer the following questions about them:
Who will be in the market?
When?
What will they buy?
Develop an integrated set of models that support direct marketing campaigns for acquisition and retention
Select best model usage by campaign type - Inclusion in campaign(Yes/No) , Message (content), Offer (amount or type)
Customer Segmentation/Clustering = Profiles of customers grouped into clusters by similar characteristics or behavior
In-Market Predictor Models = Predict the likelihood of a customer making a purchase within the next period
Market Cycle Timing Predictor Models = Predict the most likely timing of a customer's future purchase
Segment Predictor Models = Predict the propensity of an individual or household to make their next purchase within a specific segment
Geography Predictor Models = Predict the propensity of an individual or household in a particular geography to make a new purchase
Loyalty Models = Predict the propensity of an individual or household as being loyal, disloyal or fence sitter
Customer Lifetime Value = Predict the present value to the corporation of a customer based on his/her future revenue and cost streams
Customer Profiles = Compile / Store demographics, psychographics, lifestyle data elements and modeled scores identified at the individual and/or household level
