8 Marketing: Prediction

The recipes in this chapter are about searching the customer base with a view to targeting customers for promotions and predicting outcomes.

The concept described in Recipe 1 appears in many different guises. The applications differ, and the similarities to Recipe 1 are not always easily recognised. In Sections 8.2–8.9, we give typical examples where the variations might arise. In these variations, the methodology in Recipe 1 can be followed up until the implementation. In the following sections, we give typical examples for each application and the special considerations required for the implementation.

8.1 Recipe 1: Response Optimisation: To Find and Address ...

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