We start by learning as much as we can about those you already have a relationship with. Who are they? What are their buying habits? What are their hobbies and interests? We use both first and third party data to profile this important group. We also ask a very important question – how did you acquire them as customers – because sometimes your customer profile can be limited by the ways in which they first came to you.
We then use these data points to model the traits that are found to be most predictive of an individual becoming a customer. We score a prospect audience to identify those individuals and activate the audience in the channel or channels available to us. Then we measure and incorporate our learnings into the next campaign.
It’s data science simplified and it works.