Propensity Scoring in CRM Audience Segmentation
Når: Mandag kl. 12:00 -
A number of heuristic audience segmentation strategies exist in CRM marketing today. One of the most common of these is RFM (Recency, Frequency, Monetary Value), which works to identify segments that should be mailed more frequently based on the recency/frequency of engagements as well as total spend. Levi’s created an in-house audience scoring model building off derived rather than assumed relationships, which ultimately not only outperformed the incumbent RFM model in terms of audience activation, but established a flexible tool able to accommodate changing business priorities and established to incorporate new data sources as they become available. This talk will provide an overview of the ideation process, modeling approach taken, iteration/testing, and ultimate realization of the model and its business application.