Behavioural modelling - customer journey analysis and base selections

Once you have set the points in time you wish to do your modelling from or around, the next step is to define the analysis and base selections.

  • BASE GROUP - people you wish to compare the analysis group against.
  • ANALYSIS GROUP - a subset of the base group, identifying people who have already demonstrated the desired behaviour

You can use the Modelling Environment to define simple and detailed, event driven, customer journey selections, and use these to better understand the differences between your customers in terms of their previous behaviour.

A customer journey selection identifies customers based on a sequence of events. For example, you may wish to examine customers who:

  • ...received a communication...then made a holiday booking...and then took out insurance

  • ...visited your website...were sent a communication...signed up

  • ...have never purchased before...make a first transaction

FastStats allows you to define customer journey selections in a flexible manner. The selection is defined in terms of:

  1. The time interval between events

AND

  1. Any specific transaction level criteria relating to each event. For example, particular campaign codes, a specific donation, insurances purchased, or booking destinations.

Each event is based on an underlying transaction level selection which contains simple criteria, such as a booking destination, a campaign code or name, or perhaps a type of response.

 

For related topics see Behavioural modelling - setting up the environment