Channel Preference analysis measures the actual effect of a given channel on customer behavior – for example, whether a customer is more likely to respond to an offer via a mobile app, contact center, email, or branch. Rather than only predicting the likelihood of a purchase, the Channel Preference model estimates the incremental effect that each channel has on a specific customer. This allows for targeted communication where it will lead to the greatest increase in activity or sales, without burdening customers with unnecessary contacts.

Key benefits:

• Higher campaign conversion by choosing the most effective channel for each customer
• Optimization of communication costs by avoiding ineffective or expensive channels for specific segments
• Better customer experience through more relevant and unobtrusive interactions