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Capital One Financial Corporation: Response Modeling
Pfeifer, Phillip E.
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Capital One Financial Corporation: Response Modeling
Pfeifer, Phillip E. Case M-0507 / Published October 2, 1996
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Product Overview

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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  • Overview

    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.

  • Learning Objectives