Behavioural modelling - example scenarios

Fixed time scenario

It is December 2019 and you want to identify people for a promotion to run in January 2020

To support a campaign that is promoting United States holidays, it would be useful to create a model predicting who will travel to the United States in the next month (Fixed Date of January 1st for everyone).

The training date could be set, for example, to Jan 1st 2017, to learn from people who went to the United States in the following month and, hopefully, identify characteristics in their preceding behaviour that they had in common.
The scoring date could then be set, for example to Jan 1st 2020, to predict which people to target, by scoring them based on how closely their recent behaviour matches the characteristics (behavioural features) of the people in the training data.
Define one or more Evaluation Dates in between, to assess the success of the model.

Event driven scenario

Who is likely to buy a specific type of insurance cover within 3 months of making a holiday booking?

For this campaign we need to study peoples behaviours around their booking date (Event) as opposed to on one date that is the same for everyone.

The training date could be set, for example, to Jan 1st 2020, to Identify people who made a booking on any date in the previous 6 months and then learn from their behaviours in the period up to three months after their booking date.
The scoring date could then be set, for example, to Jan 1st 2021, to predict which people to target, by scoring them based on how closely their recent behaviour matches the characteristics (behavioural features) of the people in the training data.
Define one or more Evaluation Dates in between, to assess the success of the model.