Using Predictive Analytics to Optimize Strategy

• Use churn modeling to identify loyal brand followers: Don’t waste retention efforts and resources on loyal brand followers when those resources would be better spent on neglected audience segments.

• Use uplift response modeling to identify consumers in frequent contact with the brand: Don’t waste efforts contacting consumers whom are already frequently engaged.

• Use response modeling to identify consumers that are dead-end clients: Don’t mount elaborate campaigns to win over consumer segments that attach high-negatives to your brand, if their numbers are relatively insignificant.

Common-sense rules apply when acting on insights; data from multiple sources always requires context as well as a logical connection between performance goals and the constant flow of real-time data. Learn more about predictive analytics here