Most direct marketing situations involve multiple customer behaviors, each of which has an impact on profitability. All the profit related behaviors should be modeled and the all predicted behaviors incorporated into marketing decisions. By building separate models for each behavior
The profit calculation is done using all behaviors and relevant costs. In multi-step situations each customers estimated profit will change at each decision step. Available data about the customer may also change leading to adaptations to the marketing treatment of that customer © Marketing Analysis Applications, Inc. |
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