Why (and How) Optimizers Should Take Advantage of User State Models
ConversionXL
AUGUST 10, 2016
In this case receiving 6 texts has a PPV of 26% and an NPV of 93%. What’s more, an NPV of 93% means that people not exhibiting this behavior are almost definitely going to churn, lending further evidence to the need to get people receiving the texts. Essentially, user state models allow you to measure quality, not just quantity.
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