Customer Acquisition

Going Beyond Modeling to Find New Customer Acquisition Targets

Different targets call for different models, naturally—but figuring out how to devise and choose from a variety of methodologies is the challenge

Illustration of people standing on top of a target. — If the target is hung in the wrong place, even an experienced shooter won’t be effective.mathisworks/Getty Images

May 11, 2022

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When it comes to finding “prospects who look like your customers but aren’t your customers yet,” modeling is the most consistently reliable way to find your target. But this is not just another article to advocate the power of statistical modeling.

Modeling is about mimicking your target group. That is why setting a proper target definition is the most important step in modeling exercise. If the target is hung in the wrong place, even an experienced shooter won’t be effective.