Example of a campaign that uses SPSS® Model and SPSS® Score processes
Marketers at ABC Bank want to promote savings accounts to customers by providing special high-interest rates. They ran a marketing campaign that targeted 1000 customers. The results of the campaign were poor as few customers accepted the offer. Now, the marketers want to target an additional 1000 customers. To get better results from the campaign, they want to analyze the responses from the previous campaign to find customers who have a higher probability of accepting the offer.
Run a marketing campaign to promote a new savings account
The campaign designer can create this campaign by completing the following steps:
- In Unica Campaign, open a flowchart in Edit mode to create a model that analyzes data from previous responses.
- Drag a Select process box to the flowchart workspace. Configure it to select all customer data and pass it to the SPSS® Model process box.
- Drag an SPSS® Model
process box to the flowchart workspace. Configure it to use account
type, account balance, average yearly account balance, last transaction
amount, and salary to create the model.
The following example shows the modeling flowchart details.
- Run the flowchart.
The predictive model is created by IBM SPSS Modeler Advantage Enterprise Marketing Management Edition and is based on the data that is provided by Unica Campaign. This model helps the marketer to predict the behavior of other customers.
The following example shows the created model in IBM SPSS Modeler Advantage Enterprise Marketing Management Edition.
When the Model is ready in IBM SPSS Modeler Advantage Enterprise Marketing Management Edition, it can be used for predicting the behavior of customers. ABC Bank has a list of 1000 customers that comprise the potential target audience for the new campaign.
- In Unica Campaign, open
a flowchart in Edit mode in which the customer data is sent to IBM SPSS Modeler Advantage Enterprise Marketing Management
Edition for scoring
based on the previously created model. Configure the SPSS® Score process box to select
the newly created model for scoring.
The following example shows the scoring flowchart details.
In the following example, the IBM SPSS Modeler Advantage Enterprise Marketing Management Edition Score tab shows the output field and data source details.
- Score the data in IBM SPSS Modeler Advantage Enterprise Marketing Management Edition, and the scoring results are provided to Unica Campaign.
- In the Unica Campaign flowchart,
use marketing logic to optimize the list based on the score that is
received for each customer.
The marketing offer will be assigned and delivered to the targeted list of customers using various channels.