Lets say that we have zeroed in on the decision to optimize. Taking the example of a retail context lets say that we want to "Optimize the decision to initiate an outbound communication to a loyal customer". What are the business questions which define our attempt to optimially 'touch' the customer.
- What are the behavorial characteristics of my loyal customers who shop in my store ?
- What is the mix of products that they purchase typically ?
- Is this behavior in line with normal purchase behavior for this market segment ?
- What are the underlying drivers of shopping behavior ? Is it price, brand, niche products, instore experience, customer service, optimal shelf placement ?
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