Capital One Financial Corporation: Respo...
Pfeifer, Phillip E...
Capital One Financial Corporation: Response Modeling
M-0507 | Published October 2, 1996 | 7 pages Case
Collection: Darden School of Business
Product Details
This case describes the use of response modeling at Capital One. Response modeling refers to the building of models to forecast the likelihood a prospect will respond to a direct solicitation. The use of response modeling is one component of the Capital One information-based marketing strategy. A data set is available from the author; it affords students the opportunity to try their hand at response modeling and to receive a "score" based on how will their chosen solicitation strategy fared.
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