March 26, 2020

Christmas Clicks

I recently built a QuickScore model (click here) ... in the email portion of the model I predicted who would be most likely to click through an email campaign in the next month.

That's where the fun started:
  • Customers who clicked through email campaigns between Thanksgiving and Christmas were less likely to click through a campaign in Spring ... the variable possessed a negative coefficient.
Oh.

There is so darn much good stuff to research in email click-through activity ... and almost all of it has been ignored by an industry lusting over vanity metrics. The secrets to File Power are just lying there, waiting to be discovered. Go discover how your customers actually behave as long as you are trapped at home.



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