Inquiry Response: Ways To Improve Customer Relationship Management

Inquiry:

We supply propensity models to the marketing team to help predict customer behavior for our various brands. Beyond this, what can our analytics team be doing to support them?

Response:

THE BIG IDEAS:

  • Event detection
  • Natural language processing
  • Three more techniques

EVENT DETECTION

You’re on the right track with propensity models. Build a bank of predictive models—logistic models, neural networks, Bayesian, XGBoost, random forest, survival analysis—to predict customer behavior. This is number one.

  • The

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