Event propensity¶
Event propensity is a predictive model that determines the likelihood that a customer will perform a revenue-generating event within the next 30 days.
Use cases¶
The event propensity model enables support for marketing campaigns that benefit from knowing a customer’s likelihood to perform a revenue-generating event, including:
Recommended audience sizes¶
A recommended audience is a feature of Amperity that answers the following question: “How large of an audience is required to grow revenue over the next 30 days?” Amperity provides three answers to this question, in the form of recommended audience sizes: small (50%), medium (70%), and large (90%), which represent the number of customers that are required to capture 50%, 70%, or 90% of purchases for that audience over the next 30 days.
Recommended audience sizes are calculated for 30-day window. An event curve is generated, along with corresponding audience sizes that show what size audience is required to capture 50%, 70%, and 90% of purchases for a given revenue-generating event during the previous 30 days.
Audience sizes are inclusive of all smaller audience sizes.
A medium audience size (70%) includes all of your customers who are in the small audience size (50%).
A large audience size (90%) includes all of your customers who are in the small and medium audiences.
Recommended audience sizes for event propensity modeling identify customers who are most likely to perform a revenue-generating event. Use recommended audience sizes to find customers who are likely to:
Join your brand’s loyalty program
Sign up for your brand’s credit card
Make a repeat booking for a car rental, airline ticket, or hotel stay
Attributes for recommended audience sizes are available from the Event Propensity table:
Attribute Name |
Description |
|---|---|
Audience Size Small |
A small audience is predicted to incude ~50% of customers who are likely to perform a revenue-generating event. |
Audience Size Medium |
A medium audience is predicted to include ~70%of customers who are likely to perform a revenue-generating event |
Audience Size Large |
A large audience is predicted to include ~90%of customers who are likely to perform a revenue-generating event |
Combine these attributes with the Target Event attribute to build audiences for a specific revenue-generating event. You can access these attributes directly from the segment editor.
Customer ranking¶
Use customer ranking to define an audience using the top N customers. Use customer ranking as an alternate to recommended audience sizes when an audience is too large (or small) or if a recommended audience size is unavailable for a specific event.
The Ranking attribute in the Event Propensity table ranks customer scores by event. A rank that is less than or equal to X will provide the top N customers with a propensity for this event. Combine this attribute with the Target Event attribute to build customer rankings for a specific revenue-generating event. You can access this attribute directly from the segment editor.