Business Objectives: Increase sales of products of particular brands.
Understand what drives people to switch from product A to product B.
Definition of Acceptable Solution: Accurate brand switching predictions that can be interpreted by humans and are explainable, so sales and marketing can define/tailor sales/marketing actions based on these insights.
Success Criteria: Management finds the insights provided valuable and actionable. The sales department knows who is likely to switch brands, so they can adjust their inbound- and outbound sales communication. The marketing department knows the profile of the customers likely to switch and the reasons for switching, so they can tailor brand copy to address these switching reasons.
How: GA2M model provides accurate and explainable brand switching predictions. Heatmaps provide insight into the interaction effect of pairs of drivers on the customer’s likelihood of brand switching.
Brand switching insights.
Prediction of who is likely to switch brand.
Sales recommendations: redistribute calls according to segments to increase sales with X.
Marketing recommendation: change copy of marketing for certain segments.