Ford Motor Company has launched an on-line effort to market its F-Series trucks.It hopes to use its database capabilities to capture valuable data on car buyers.Ford plans on cross-referencing new F-series owners with the database generated from this on-line campaign to see how many names are duplicated.Ford will use these data to forecast which campaigns have the greatest probability of success.Which of the following methods will Ford most likely use to analyze these data?

Question

Quizplus · Accepted Answer

Ford will most likely use predictive modelling to analyze the data collected from its on-line marketing campaign. By cross-referencing new F-series owners with the database generated from the campaign, Ford can develop predictive models based on the attributes of customers who are most likely to purchase its trucks. This will enable Ford to forecast which campaigns have the greatest probability of success and optimize its future marketing efforts. Recency-frequency-monetary analysis, reach-frequency-media analysis, and lifetime value analysis (LTV) are other analytical methods that could be used, but based on the given information, predictive modelling seems to be the most appropriate for Ford's needs.

Ford Motor Company Has Launched an On-Line Effort to Market