Direct Marketing Analytics
Direct Marketing and data are intertwined at the hip. Whether the goal is new customer acquisition, upsell/upgrade, or customer retention, it's crucial that the right offer is made to the right person. With direct mail response rates often hovering in the 0.3%-0.5% range, even a small uplift in response rate can result in large financial gain. Global Decision uses predictive models, such as Logistic Regression and Random Forests, to raise response rates on client mailings. By avoiding customers or households with a low propensity-to-respond, client marketing dollars are more efficiently routed and acquisition/upgrade cost is reduced.