SCORING AS A METHOD FOR EVALUATING CUSTOMER RESPONSE TO A COMPANY'S PRODUCT
Keywords:
marketing; scoring; response scoring; logistic regression, scoring mapAbstract
The modern consumer market is characterized by a tough competition for the customer. Information about the consumer and the history of their purchases give a huge advantage to the database owner in the competition.
The relevance of creating and using scoring systems in marketing today is beyond doubt. Scoring is a method of classifying all potential customers into «good» and «bad».
In other words, marketing efforts focus only on those customers who are most likely to respond to a commercial offer. As a result, profitability from marketing operations is optimized.
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