Creating Target Lists--short version

Step 1. Pick a name for your new list of prospects		We suggest a connotative term such as Upsell candidates. Add a date suffix if you intend to reuse the name – Upsellers Jun06. Use this name if you want to recall the associated settings.
Step 2. Set campaign calendar		Probabilities are perishable and degrade over time, so you need to pick the window of time during which the campaign will be active. First pick the calendar start date [mm/dd/yyyy] and then the duration of the campaign.
Step 3. Choose customers you want to target		Expand Who to target. Open customer scores. Use Likely Buyer score if you want to target based on purchase probabilities. Use Risk score if you want to target based on probability of defection. Otherwise use the default All to target based on other criteria.
Step 4. Set behavioral indicators (optional)		Open behavioral indicators. Choose as many as desired by clicking the associated check boxes. Move sliders by dragging ends to include the desired range of values. Our favorite is Loyalty decile (see Step 5).
Step 5. Narrow your selection by choosing customers within a specified range of Loyalty Scores (optional)		Scores are translated into percentage rankings (Loyalty Rank, or just LRank), and the ranks are grouped into deciles. One temptation is to select all the deciles (all the customers). If the communications cost is low (for example, email), this is not a bad choice. For a more efficient campaign, restrict the list to a smaller set of deciles. Avoid the second temptation of just marketing to your top deciles customers; there are many likely buyers in the lower ranks. Look at the Decile Distribution report. If a disproportionate percent of the revenue comes from top deciles customers, campaign more vigorously to the middle deciles.
Step 6. Set advanced filters (optional)		The Advanced Filters button opens access to several filters on several other metrics.
Step 7. Choose products to offer (optional)		Expand What to sell. Select Up-sell or Cross-sell or both. Set slider range as desired. (The up-sell slider sets the percentage likelihood of a customer making another purchase of a product previously purchased. The cross-sell slider is similar, but for products or services not previously purchased.) Click the products link to activate the Product Selection Wizard and choose products. Use the radio buttons to narrow or enlarge your selections.
Step 8. Calculate predictions		After all the filters are set, click the Predict button to have Longbow report the number of records that meet the selected criteria, the expected response rate and the expected revenue. If these numbers are satisfactory, proceed to the Download step. Otherwise, return to the step where you want to modify the selections.
Step 9. Download the records that meet your criteria		Save your target list. Then press the Checkout button and you will be transferred to the Checkout Center, where you can transfer the selected list to your local system. When you actually download records, your account will be charged the indicated amount.
Step 10. Send target list to campaign launch module		Press the Campaign button and you will be transfered to the Campaign tab, where you can aggregate target lists into marketing campaigns.

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