Evaluation of a sales campaign model in use since 2011.

1. MEVSYS DATA MINING
LIFT FOR SALES CAMPAIGN
Evaluation of a sales
campaign model in use
since 2011.
2013 1
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PERCENTAGES AND RESULTS ARE KEPT UNTOUCHED

2. DECILES TABLE
The evaluation sample is divided and analyzed in deciles sorted
according to the model’s scoring.
Mininum Score: máximum is the next one’s mínimum. 1 for the last decil.
Precision: buyers / clients. Growths with score.
Lift: decile’s precision / campaign’s precision. Proportional difference.
2013
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2
Minimum Score Clients Buyers Precision Lift
0,01 3960 52 1,3% 0,23
0,11 3961 60 1,5% 0,26
0,16 3960 91 2,3% 0,40
0,20 3961 121 3,1% 0,53
0,25 3960 156 3,9% 0,68
0,29 3961 198 5,0% 0,87
0,34 3960 238 6,0% 1,04
0,39 3961 327 8,3% 1,43
0,45 3960 407 10,3% 1,78
0,54 3961 631 15,9% 2,77
TOTAL 39605 2281 5,8% 1

3. RESPONSE GRAPH
2013
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3
From the previous table, customer response is shown against
model scoring increment.
It is seen that at score 0.34 a frontier to greater success is crossed,
achieving almost a triplication of sales (lift = 2.77) for the best decile.
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
0,01 0,11 0,16 0,20 0,25 0,29 0,34 0,39 0,45 0,54
Response%
Decile Score
Response VS Decile
Model Score
Analyzed Campaign

4. DEPLOYMENT
2013
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Score is assigned to every client that can take part in the next sales
campaigns for this same product. They are then sorted by this score.
Following campaigns include only customers with high response
rate and therefore it is possible to increase sales and/or reduce costs.
Client ID SCORE
452787 0,05
548856 0,96
678921 0,15
100564 0,33
687985 0,55
… …
Client ID SCORE
658745 0,99
685947 0,99
316524 0,98
002368 0,96
003654 0,96
… …
CAMPAIGN CLIENTS SALES SUCCESS
NO DM 10000 500 5%
DM + SALES 10000 1500 15%
DM - COSTS 3333 500 15%

5. MEVSYS.COM
INFO@MEVSYS.COM
2013
2013 5
TO PROTECT CUSTOMER CONFIDENTIALITY SOME REFERENCES HAVE BEEN OMMITED AND/OR GENERALIZED
PERCENTAGES AND RESULTS ARE KEPT UNTOUCHED