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Customer Propensity

How to Use Data to Drive Customer Propensity

Propensity – that is, a natural inclination or tendency – is a term that’s used frequently in Marketing, but not much anywhere else. Customers are a jumpy lot: a recent survey from the DMA found that 61% of customers had switched at least one brand in the last 12 months, so it’s no wonder that marketers and brands want to know what their customers will do next and when. Do they have a propensity to purchase or donate again or to lapse or go elsewhere? To try and predict these answers, propensity models attempt to anticipate…