Predictive Model of user behavior

CHALLENGE

The problem to resolve from the point of view of business, is to generate leads of value, from calls, mails, ads on the web, etc. that take into account the status of each user in his customer journey. The objective is to determine the state in which the user is in the buying process to provide valuable offers and to better meet their needs.

SOLUTION

We have defined an analytical model that takes into account the temporal events that represent the client’s interactions with the company, so that it can be determined in each possible time period what is the most appropriate marketing action and what is the probability of success of each action. This information must allow in the first instance to make an informed decision for the data to those responsible for initiating the actions.

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