def. defined as a process used in descriptive analytics to predict how likely a customer is to exhibit a specific behavior in the future. Descriptive analytics is the area of data mining concerned with forecasting probabilities and trends.
For clients that already have good quality customer profiles or those for whom past Power Direct programs have yielded useful response data, our data services can develop predictive and descriptive models of expected response. Thus, each subsequent program becomes more accountable and reliable for the planning purposes.