Recap 1

After completing the first three steps you’ll be able to answer the question: What do we do next? and you’ll be able to validate existing strategies. If you have a campaign that isn't predictive, maybe you shouldn’t pursue it. If you have a campaign that you’re considering that does help with membership renewals, focus more heavily on that program’s efforts.

Take the models of known outcomes and use them to predict future actions by segmenting members. This helps in identifying who to target to ensure what you’re doing is relevant to the members. Focusing on metrics this way will have greater impact for your efforts.