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2.10 Customer Behavioral Model

 Campaign Model Introduction

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In different phase of customer lifecycle, 6 practical precision campaign predictive models are widely used: 1. New Account Development Model, 2. Product Response Model, 3. Cross-sell Model 4. Next Likely Product Model, 5. Customer Product Time (CPT) Model, 6. Customer Retention Model。

 

 Customer Profiling

 

 Cross-sell & Response Model

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Utilize SPSS or SAS’ association analysis to identify the product association, and response model to identify product high response potential customer and conduct cross-sell campaign.

 

Through the cross-tabulation analysis of customer segment with demographic data, customer value, customer product RFM behavior, to quickly describe customer profiling characteristics.

   

 Actionable Customer Segment 

 Model ROI Simulation

 

According to demographic data, customer value, customer product RFM usage behavior, utilize SPSS or SAS’ cluster analysis to group customers into different actionable customer segment (Actionable=Valuable+ Finable+ Expandable) .

 

Compared with random selected customer campaign, calculate the ROI improving rate of those campaign response model selected customers. 

To determine the strategic resources allocation, marketing driver optimization, and campaign effectiveness management for next campaign 

 

 

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