Using Data Science and Actionable Models to Drive Campaign Outcomes – A Primer
Healthcare systems can help enhance and optimize targeted marketing efforts by incorporating predictive modeling. This is especially true when the predictive modeling is incorporated into the full campaign mix. Predictive modeling is used to target prospects and provide empirical information related to combining or separating campaigns.
The purpose of this whitepaper is to explore the context around predictive modeling in healthcare such as:
- How to use data science (e.g., predictive analytics) to produce actionable models to drive campaign outcomes
- Generating the two predictive models
- Scoring the target prospect universe
- Developing campaign strategies and tests