A propensity model is a model that predicts the likelihood that someone will do something.
This methodology allows business owners to allocate their resources more wisely, resulting in greater efficiencies while achieving better results. It entails the following:
- Who and What: It tells more about the user, basically its characteristics. It helps to target and identify the user.
- When: When should the business owners target the users that they have identified.
- How: How should the business owners deliver their message/piece of information to the targeted users?
The following questions have been solved in this case study:
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What does the Average customer look like for our company?
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What Products and Channels of Revenue are best performing?
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Which Marketing Campaigns were most successful?
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What factors contribute to the success of our current campaign?