Business Case Studies & Business Publications

Capital One Financial Corporation: Respo...

Pfeifer, Phillip E...

Case

Capital One Financial Corporation: Response Modeling

Pfeifer, Phillip E.

M-0507 | Published October 2, 1996 | 7 pages Case

Collection: Darden School of Business

Product Details

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.