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Propensity's Role in Predicting Human Behavior

September 1, 2014 0 Comments

Is it true Propensity Scores can predict human behavior? Yes, absolutely – let me explain. In marketing analytics, propensity scores refer to a person’s natural tendency or disposition to respond to direct marketing campaigns. Therefore, it can predict human behavior, which in turn can help marketers craft personalized messages that increase the ROI of direct marketing campaigns (click here to read through our first series on propensity scores).

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Arjuna News, marketing analytics, human behavior, personalized messages, causation, data mining model, big data, increase conversions, propensity scores, direct marketing campaigns, correlation

How Can Propensity Scores Reduce Marketing Costs? (Part 3/4)

June 29, 2014 1 Comment

Organizations always dream of doing “more with less”, especially when focusing on improving customer profitability. But they can’t seem to turn that dream into reality. One of the main reasons why is that they are spending just as much time and energy marketing to customers who are least likely to respond as they do on those who are most likely to respond. This is a HUGE problem because organizations could substantially reduce marketing costs by focusing exclusively on 1) those already in their system who have a high likelihood of responding and 2) like-minded prospects outside of their current database. We at Arjuna have a solution to this problem - PROPENSITY SCORES. Let me explain further.

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higher propensity to respond, predictive modeling, personalized marketing campaigns, Arjuna News, proprietary algorithms, propensity score data, improving customer profitability, reduce marketing costs, propensity to unsubscribe, propensity scores, propensity to attrite, direct marketing campaigns

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