How predictive modeling works in IBM® Campaign flowcharts

The SPSS Model process takes a single input cell for which you specify a target field to indicate what you want to predict.

For example, if you want to predict responders and non-responders, your target field might have ones for responders and zeros for non-responders. Your target field might also contain numeric values, to indicate profitability or revenue, or a categorical variable, for predicting the preferred channel or time of day for contact.

You can create a predictive model in IBM® SPSS® Modeler Advantage Marketing Edition to do any of the following tasks:

Identify who is most likely to respond to an offer.

Determine the expected value or profitability of an individual who receives an offer.

Determine the next best action, such as cross-selling a product or service, for the target audience.

Cluster individuals into similar groups for analysis and targeting.

How and where to create models

You can create new predictive models, either before or during flowchart creation, or use existing modeling streams:

Create a modeling stream in IBM® SPSS® Modeler Advantage Marketing Edition from within an IBM® Campaign flowchart.

Use an existing IBM® SPSS® Modeler Advantage Marketing Edition modeling stream within an IBM® Campaign flowchart to rebuild the model by using the input data from the flowchart.

Use a modeling stream that was created with IBM® SPSS® Modeler Advantage (non-marketing edition) or with IBM® SPSS® Modeler. You must make sure that the modeling stream can be loaded by IBM® SPSS® Modeler Advantage Marketing Edition. The prerequisites for using a modeling stream that was created in IBM® SPSS® Modeler are described in the "Sharing Streams" topic in the IBM® SPSS® Modeler Advantage Guide.

For integration with IBM® Campaign, the modeling stream must contain the numeric field SPSS_AudID, which is the key field for the modeling stream.

Additional tasks

You can automatically build models on a recurring schedule by using the SPSS Model process box in an IBM® Campaign flowchart. You can then access the modeling stream from the SPSS Model process box in IBM® Campaign to view and edit modeling options. You can evaluate the model and view the SPSS® Model performance reports.

You can also manually open the modeling stream through the IBM® SPSS® Modeler Advantage Marketing Edition interface.