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.
Darden Business Publishing – University of Virginia