Evaluation
It is possible to assess the exact success of your data mining efforts while still being in
the phase of preparation and testing. As for example in the case of response optimisation: in
order to determine the effectiveness of your scoring you may set up sample customer groups within
each of the scoring groups and observe their behaviour in response to current advertising
activities. Thus you can make quite exact statistical predictions for advertising efforts on the
basis of the scorings you employed.
You can also determinedly assess your data mining prognoses in the area of customer retention
by observing smaller customer groups, before launching marketing projects for the total number of
customers. It is the same for the area of cross selling. With these two areas, however, a
prognosis of your success is slightly more difficult, naturally, than in the field of response
optimisation. There, the success of your activities can be determined at a very early stage.
We will be glad to advise you on possible methods of predicting and assessing the success of
data mining activities. We will also carry out these prognoses and assessments if you wish to.
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