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Trigger Happy

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Aug 12 2009

I was surfing the web the other day looking for some deals and entered into a sweepstakes, just for kicks. In the process, I inadvertently signed up for some educational deals and also provided them with my number (read the fine print, boy) . Within ten minutes (if that) of clicking the submit button, I received a call from a call center asking if I wanted any brochures or advice regarding higher education. I was amazed at the quick turnaround time from entering the information on the website, updating the database to triggering an event at the call center.


I've seen triggers work well in action for our clients too.  In one case,  I built a propensity model using a two-pronged approach. The first was to create a model with a number of variables. The second was to create a list of all visitors that arrived at the signup page but did not purchase. 40% of the latter had high model propensity scores also, which, intuitively, makes a lot of sense.

The campaigns - to both lists - were executed simultaneously. As a result, we found that in cases where time is of the essence, a trigger works wonderfully well. Why?  Because trigger-based programs are good precursors to building more complex model-based systems; they are simple, intuitive, easily communicated and quickly implemented.

While trigger based programs can never replace predictive models, they do let you shoot from the hip, so to speak. 

Are you using trigger-based programs as part of your marketing plan?  If so, how are they working for you?

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