Optimizing Cross-Selling at a European Telecommunication Provider
When to advertise a new product to which customer through which channel?
In this project we determined cross-buying probabilities per customer, product and channel in a contractual business-to-consumer setting and formulated a targeting model that would allow the company to select and target those customers with high probability to buy.
We implemented a proof-of-concept that takes annoyance costs of marketing activities into consideration and allows for optimal timing of cross-selling recommendations. Our innovative solution can better target customers and optimize target frequency over the lifetimes of customers.