Situations and Challenges: Improve the Cost-effectiveness of Call Strategies

You belong to the marketing department of a company that offers a flat rate service. The Marketing Division is implementing telephone marketing to promote premium services. However, there are too many customers to call everyone. Therefore, you make calls to narrow down the customers by age and gender, but the purchase rate is lower than expected and the cost-effectiveness is poor.

Using Predictive Analytics: Improve Targeting with Purchase Prediction

• Prepare customer data (you will use sample datasets in the tutorial)
• Use Easy Predictive Analytics to predict the probability of a customer purchasing premium services
• Create a list of high probability customers and conduct telephone marketing.

Expected Effect: Increase Conversion Rate

You can call customers who are more likely to make a purchase, which is expected to improve the purchase rate of telephone marketing.

Now let’s create a customer list based on the prediction with Easy Predictive Analytics.