Uplift goes beyond traditional modeling approaches, which predict customers likely to buy, PBBI says, and, instead, predicts how much a marketing interaction will increase or decrease a customer’s likelihood to purchase.
Strong customer communications management programs allow businesses to create, distribute and manage multi-channel communications for greater customer satisfaction, improved operational efficiency and lower costs, the company notes.
PBBI says that by understanding customer segments, marketers can determine the best target customers for greater campaign ROI, increased relevancy, improved retention and more effective cross selling. Uplift is designed to allow marketers to reap the full benefits of campaigns by focusing on the most important 30% to 40% of their audience: the “persuadables.”
Without knowing what customers want or need to receive marketing campaigns, businesses can push customers away with a deluge of e-mail, impersonal messages or irrelevant offers, says PBBI, adding that the marketer spends more money and wastes time and resources.
