Will Silverwood
Opinion
18 November 2016
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A global client recently asked us to make them an orbuculum (or crystal ball), used for 'scrying' whereby images seen in it, were interpreted as meaningful information and used to make important decisions. We're often asked to look into the future – it's what we do. Typically, this means mining evidence from historical data to build out propensity models that suggest what is going to happen; what a customer will best respond to, how much people will pay, who will churn or renew. Now this brief required us to predict changes in behaviour across several million customers who would be offered a significant new proposition enhancement - a proposition with no comparable precedent. The model needed to show the impact on the business
