Modelling Environment: Behaviour-based Modelling - Event Driven Point-in-Time
As an alternative to creating fixed point behaviour based models, i.e. where all individuals are analysed based on the same time point, Behavioural Modelling in FastStats also supports analysing behaviour up to a point in time which varies on a person by person level, depending on when some event has happened to each individual - i.e. event driven point-in-time.
An example of such an event might be when a person received a marketing communication.
Models can be built on which individuals have a subsequent event - for example, they responded by making a purchase.
This allows you to focus your analysis on the time frame that is relevant to each individual and examine, for example, what people were doing in the time leading up to a campaign which may have led them to respond by making a significant purchase. An alternative use might be to examine the behaviour of lapsed customers in the period leading up to them lapsing.
The above diagram demonstrates the principle of fixed point modelling, whilst the following diagram demonstrates how event driven point-in-time analysis works to align each customer's timeline so that the behavioural features are all generated based on a time frame that is driven by when the event occurred for each individual:
Turning on event driven behavioural modelling
Whilst Standard Modelling remains the default, the options to Use behavioural modelling - and additionally an Event-driven date for each: - are set in the dialog accessed from the Modelling Environment toolbar. Note that the table must be specified - e.g. Person - to indicate the modelling level.
Once defined and applied, the toolbar updates to indicate that event-driven modelling has been turned on and this, in turn, will determine the subsequent validation of selections, and the menu options that are presented and available for use.
Open a new Modelling Environment window from the FastStats Toolbox
Click onto Standard Modelling in the toolbar and define the settings as shown below:
You can use event-driven behavioural modelling within the Modelling Environment to take simple underlying transaction level selections and, from these, define both simple and more detailed customer journey selections.
For more information on customer journey analysis, see:
For more information on using behavioural modelling in FastStats go to: