Identifying target customers for campaigns to increase average revenue per user

摘要

A method of increasing average revenue per user and a system architecture for providing analytical tools for implementing the method are provided. The method of increasing revenue relies on executing direct contact marketing campaigns to stimulate revenue growth. A business's current revenue stream and historical revenue trends are analyzed to determine product lines or services that may benefit from revenue stimulation. Past marketing campaigns are assessed to determine their effectiveness. A strategy is selected for increasing revenue in a revenue stream that has been selected for revenue boosting activities. A marketing campaign that has been successful in the past and is consistent with the selected strategy is selected for stimulated revenue growth. Next, the customer base is analyzed to identify characteristics of customers who have responded positively to marketing campaigns in the past and whose revenue increased as a result, in order to identify customers with similar traits that may be exploited in future campaigns. Statistical models are created to determine individual customer's propensity to respond positively to a campaign and propensity to generate increased revenue. Customers are scored according to their propensities, and the scoring results are used to select an optimal mix of customers who are likely to accept a marketing campaign offer, and those who will likely generate the greatest increase in revenue. These customers are contacted during the campaign. A system architecture is provided for receiving, storing and manipulating all of the customer and revenue data needed to perform the analysis required of the inventive method and report the results.