Mirek Wąsowicz
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The document discusses different types of data scales used in business rules and scoring models: nominal, ordinal, interval, and ratio scales. It provides examples of how visitor scores are accumulated on websites based on recency, frequency, and monetary (RFM) modeling. The scores are then maintained in IgnitionOne and used for activation across marketing channels.
Mirek Wąsowicz
- 1. S E G M E N TAT I O N O F O N E P I P E L I N E S U M M I T WA R S AW 2 0 1 6 Mirek Wasowicz | Igni2onOne
- 3. Criteo
- 4. CCIDRN*
- 5. 5 F O U R T Y P E S O F S C A L E Business rules and scoring u2lize data scaling models to aBain informa2on about a poten2al audience…
- 7. 7 THE ORDINAL SCALE BASIC PLUS
- 11. 11
- 12. 12
- 13. JAGUAR EU
- 14. 14 J a g u a r E U
- 15. 15 J a g u a r E U
- 16. S C O R E - P O W E R E D M A R K E T I N G Visitor comes to website Website cookie gathers activity Score accumulates based on RFM modeling Scores maintained in IgnitionOne for activation across channels
- 17. 17 J a g u a r E U
- 18. J a g u a r E U 18 278 149 35 36 153 1009 0 200 400 600 800 1000 1200 Trading Desk 3 Trading Desk 2 Igni2onOne CPA Sum of Conversion
- 19. RENAULT RU
- 20. 20 R e n a u l t R U
- 21. 21 R e n a u l t R U
- 22. 22 R e n a u l t R U
- 23. 23 R e n a u l t R U
- 25. 25