Up-Lift / Net-Lift

It is not a secret that most of the modern marketing campaigns are developed based on predictive analytics. History of previous campaigns is typically used to build propensity models that predict probabilities for certain customers to respond to a specific offer. However, when the marketing campaign is costly it is important for the companies to know for a fact that it is the successful marketing message that “made customers” purchase the service or item that was offered. Thus, the business goal is to target the customers or prospects who would not otherwise purchase the product. The general idea is to apply the marketing campaign only when and where it introduces significant lift to the propensity of buying the product or service. STATISTICA solves this business problem by combining modeling and design of experiments approaches, thus implementing the uplift modeling methodology.

STATISTICA Solution

• Comprehensive suite of predictive analytics techniques: STATISTICA provides a comprehensive set of tools for propensity modeling
• Workspace environment:  The STATISTICA workspace is a general environment for automated building of multiple models for selecting the best approach or ensemble modeling
• Maximization of ROI by combining advanced analytics with design of experiments: Create an approach that targets only those customers who would not react without a treatment or promotion.
• Broad reporting capabilities: Offer prescriptions and action plans for different categories of users.

Advertisements