The objectives of this project were to identify the potential value of communicating with customers who had previously only purchased once from a direct sales company.

The analysis showed through predictive modelling on transactional data that some of these single buyers were more likely to repurchase than others. The analysis was also able to identify the most appropriate time to communicate with these single buyers in order to gain the greatest return.

These results allowed the client to pursue the appropriate the customers at a greatly reduced mailing cost by eliminating the poor prospects from the campaign.