Identify user need for a discount to encourage full price shoppers
Propensity Models to Improve Response and Revenue Predictive analytics is ambrosia for digital marketers who are trying to optimize "right offer, right person, right time" through their campaign management solution. To make it work, you need a combination of defined personas, a content management strategy, creative asset library, and technology (e.g., it's built into the segmentation tools of your campaign management or marketing automation software). The end goal is to automate the offer selection and placement based on analysis and predictive models for your particular customer base. However, every marketer can get started by using pattern analysis in your existing response data to identify factors that lead to purchase behavior. Use that data (even manually) to improve your personas, segmentations, and send more relevant offers. Recently, we worked with a major U.S. retailer to try to figure this out. The retailer includes propensity models in their analys...