Lack of a scientific data-driven approach to target customers for new campaigns.
The Before State
The marketing team targeted customers based on pre-set rules that did not consider past behavior, thus having a negative impact on campaign effectiveness.
The LatentView Solution
Created look-alike models using logistic regression techniques to target the right customers for campaigns.
The After State
Identification of target population, who have a higher propensity to respond to specific campaigns on large merchant offers, drove incremental revenue of $0.5 million.