A direct mail campaign was administered to existing customers who had never purchased an IRA (Individual Retirement Annuity) as of November 2007 for an offer to purchase.
After receiving confirmation of receipt for the IRA offer, these customers were tracked until July 2008, in order to predict the likelihood of a customer purchasing an IRA.
Applied clustering techniques was utilized to distinguish different groups.
A cross-sell response model was built using logistic regression.
The data was split into a sixty-percent training dataset and a forty-percent scoring and validation set.
The rate of purchase was less than 1%; therefore, the data was oversampled by taking a random sample of the non-responders and applying an offset to the model.
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