BUSINESS CHALLENGE: A retailer wanted to develop a scoring algorithm to identify customers who have a higher propensity to buy from among dormant accounts for effective targeting

APPROACH: Developed algorithm using propensity modeling, scored loyalty members on propensity to buy and selected those who have the highest propensity to become frequent shoppers

BUSINESS IMPACT: Reduced direct mail campaign costs by targeting customers more likely to become frequent shoppers rather than mailing all customers