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Up-Lift / Net-Lift

It is not a secret that most modern marketing campaigns are developed based on predictive analytics. Models are built to predict the probability that a customer will respond to a specific marketing campaign. However, most often the customer that will respond to an offer is already your current customer. The model that will provide more valuable information is the model which will tell you the probability of a person who is not your current customer responding to a marketing campaign. That is Up Lift or Net Lift modeling.

The general idea of Up Lift or Net Lift modeling is to apply the marketing campaign or provide an offer only when and where it introduces lift to the probability of buying a product or service by someone who is not currently your customer. The StatSoft Up Lift/Net Lift Solution solves this business problem by using STATISTICA to combine modeling and design of experiments approaches. This solution allows you to identify the four most important segments of a marketing population in Up Lift/Net Left Modeling: Customers who would be less likely to respond because they received an offer as a result of a marketing campaign, Customers who would respond whether they received an offer or not, Customers who will not respond regardless of receiving an offer, or Customers who only respond to a marketing campaign because they did receive an offer. It is this last and final segment which is of primary importance to Up Lift and Net Lift Marketing.

  Offer No Offer
Purchase Group of interest No need to make offer
No Purchase No need to make offer Unknown

StatSoft’s Up Lift/Net Lift Solution enables you to remove the negative effects of marketing campaigns as well as provide a remarkable return on investment. Because of the ability to identify customers who do not respond well to marketing campaigns, these customers can be removed from any marketing efforts removing negative effects of marketing campaigns. Finally, because Up Lift/Net Left marketing is only focused on incremental lift, or lift provided above and beyond existing customers, it provides a realistic and strong return on investment when used to target those customers who actually respond to a marketing campaign.

STATISTICA Solution

  • Batch or Real-Time Processing: Use the models you have built to predict customer retention and indicate, either by batch or in real-time, the customers who are likely to respond to a marketing campaign.

  • Cutting-edge Predictive Analytics: STATISTICA provides a wide variety of high-performance, award-winning, sophisticated algorithms to build models which provide the most lift and highest accuracy.

  • Innovative Data Pre-processing Tools: STATISTICA provides a very comprehensive list of data management and data visualization tools.

  • Integrated Workflow: STATISTICA Decisioning Platform provides a streamlined workflow for powerful, rules-based, predictive analytics where business rules and industry regulations are used in conjunction with advanced analytics to build the best models.

  • Optimized Results: Compare the latest data mining algorithms side-by-side to determine which models provide the most gain and generate profit charts with ease.

  • Role-Based, Enterprise-Wide Scope: In a multi-user collaborative environment, you can use STATISTICA Enterprise to share data, improve models, and benefit from a collaborative work group.

  • Text Mining of Unstructured Data: Improve models by leveraging your unstructured data through powerful text mining algorithms.

  • Sequence and Association Analysis: Find and quantify associations between purchases and other customer behavior with STATISTICA’s Sequence Association and Link Analysis tool. This allows you to learn what items or services are frequently purchased together, or subsequently, and uncovers valuable patterns that you can use to improve marketing strategies.

Included Technologies

Content

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Statistica
2300 East 14th Street
Tulsa, Oklahoma, 74104
(918) 749-1119