ampaigns make the same offer to every customer regardless of whether or not this customer is actually considering switching to another provider. Chapter 6 The other major category of reactive campaigns is the predictive response campaigns. Instead of launching a blanket campaign, predictive response campaigns attempt to identify which customers want to switch and the reasons why. After gathering this information, a company can then construct a campaign specifically targeted toward these potentially churning customers. Predictive response campaigns are typically launched through the utilization of direct marketing (call center, mail, personal sales calls, etc.) rather than by means of mass media (television, billboards, print, etc.). This provides companies with several additional benefits including: Ability to tender different offers to different customers. 2. A cheaper alternative to mass marketing. More control over the timing of the campaign. Ability to build layered campaigns that involve several steps. There are many ways to construct predictive response campaigns and we will spend time discussing them in detail. At this point, however, we should consider some of the different approaches for these types of campaigns. Data Mining and Predictive Models Data mining is the key to running a predictive model. It has been proven that, given the right set of conditions and the correct collection of data, it is possible for a company to predict exactly which customers are going to leave, when they will churn, and the level of confidence for this prediction. The accuracy and effectiveness of these models depend on many variables, but, in general, the approach has been an incredibly effective and useful tool. There are many different ways to create these models and to run the subsequent campaigns, but they are not all equally effective. We will analyze some of these approaches. Blind Predictive Response Campaigns The easiest, and least effective, predictive response program is the blind churn campaign. This approach co