Scenario Modeling Tip #4: Use customer-level and household-level constraints to enforce follow-up on communications or similar dependencies between communications.
You can enforce the dependency that states “If a customer receives communication A, then he must also receive communication B” by creating a customer-level constraint that has the appropriate constraint coefficients. You must first create two indicator measures and a calculated measure.
Suppose you want to enforce something like this? If a customer receives Comm04, then the customer must also receive Comm07.
This example creates a dependency that enforces the following rules:
To create the example:
The calculated measure comm04_minus_comm07 (shown in Figure 3. Calculated Measures) can be used in customer-level constraints because it uses only Communication measures. A customer-level constraint can use an input data measure or a calculated measure, as long as the calculated measure is specific only to communications and not to customers.
3. Create a customer-level constraint by using the calculated measure comm04_minus_comm07 as the constraint measure. This constraint has a computation type of SUM, a constraint operator of At most, and a constraint limit of 0, as shown in Figure 4. Customer-Level Constraint to Enforce Dependency.
Note: This post was adapted from Michelle Opp’s “Scenario Modeling Tips” document. For more information, see SAS Marketing Optimization User’s Guide.
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