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Challenge matrix
Every model against every challenge
Read down a challenge to see which models answer it, or across a model to see how far it reaches. A filled dot is the model's home challenge; a ring is one it also supports.
Primary Supporting
| Know your customers | Grow and keep them | Sharpen every interaction | Decide and prove | |||||
|---|---|---|---|---|---|---|---|---|
| Model | Understand | Reach | Grow value | Retain | Personalise | Efficiency | Decide | Prove |
| RFM | Primary for Understand your customers | Supports Grow customer value | Supports Keep customers | |||||
| Engagement Score | Primary for Understand your customers | Supports Grow customer value | Supports Keep customers | |||||
| Reachability & Consent | Primary for Reach the right people | Supports Personalise every message | Supports Spend the budget where it works | |||||
| Purchase Propensity | Primary for Grow customer value | Supports Keep customers | Supports Personalise every message | |||||
| Predicted LTV (pLTV) | Primary for Grow customer value | Supports Spend the budget where it works | Supports Decide the next best action | |||||
| Braze Predictive Churn | Supports Grow customer value | Primary for Keep customers | ||||||
| Bespoke Churn | Supports Grow customer value | Primary for Keep customers | Supports Decide the next best action | |||||
| Channel Optimisation | Primary for Personalise every message | Supports Spend the budget where it works | ||||||
| Braze Recommendations | Supports Grow customer value | Primary for Personalise every message | ||||||
| Bespoke Recommendations | Supports Grow customer value | Primary for Personalise every message | ||||||
| Send-Time Optimisation | Primary for Personalise every message | Supports Spend the budget where it works | ||||||
| Intelligent Selection | Supports Personalise every message | Primary for Spend the budget where it works | Supports Prove it works, and keep learning | |||||
| Offer Sensitivity | Supports Grow customer value | Supports Keep customers | Primary for Spend the budget where it works | |||||
| Contact-Frequency Optimisation | Supports Keep customers | Primary for Spend the budget where it works | ||||||
| Next-Best-Action | Supports Grow customer value | Supports Keep customers | Supports Personalise every message | Supports Spend the budget where it works | Primary for Decide the next best action | |||
| Incrementality / Uplift | Supports Spend the budget where it works | Primary for Prove it works, and keep learning | ||||||
| Closed-Loop Intelligence | Supports Decide the next best action | Primary for Prove it works, and keep learning | ||||||
Rows are ordered by their home challenge, so the filled dots step down the diagonal: the catalogue reads as a path from knowing your customers, through growing and keeping them, to sharpening every interaction and proving the lift.