This document discusses using recharge-based segmentation models to increase revenue from prepaid customers. It notes that prepaid customers traditionally lack demographic data, making behavioral data like usage and recharging patterns more reliable for segmentation. The document proposes segmenting customers based on their recharging behaviors, like regular vs irregular recharging, and targeting messages to encourage earlier or more frequent recharging. Predictive models can estimate individual recharge dates and assign customers to segments. This recharge-based segmentation approach directly links to profit generation, uses reliable recharging data, and can increase response rates and revenues compared to traditional demographic segmentation.
16. Average is for marketers who don’t have
enough information to be accurate.
Seth Godin
Recharge-based segmentation
■ Direct
■ Dynamic
■ Reliable data
High response
& Revenue increase
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