The use of predictive analytics in marketing is critical for understanding and predicting the "time" dimension...the holy grail of marketing is to be able to make the right offer, through the right channel, to the right customer/prospect, at the right time. The most critical, and arguably the hardest part to get right is the time dimension. An understanding of time can help answer key questions such as: When is my customer/prospect most likely to purchase or be in-market? or How long before my customer ends their relationship?

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Posted by Niren Sirohi | Permalink | Comments ()

As a manager at some point you have probably found yourself asking the question, "what's the best marketing plan I can develop?" Any time you ask a question with word "best" in it, you are asking a question about optimization.

When it comes to marketing analytics, how best can a company optimize its resources? Based on our experience with clients, we've found that the optimization questions are usually related to a client's level of decision-making.

Continue reading "Selecting the Best: Matching a Marketing Analytics Solution to Your Decision-Making Needs" »

Posted by Rafael Bradley | Permalink | Comments ()

According to Forrester Research, 86% of leaders place Customer Experience (CE) as their top strategic priority.* The measurement of customer experience has exploded, and numerous metrics abound, most of them focused on measuring subjective customer perceptions like customer satisfaction and net promoter score (NPS). However, for roughly 2/3 of US brands, CE ranges from just OK to downright bad, and 51% of leaders indicated that lack of strategy was a big barrier to improving their CE.**

Continue reading "Making Customer Experience Analytics Actionable" »

Posted by Niren Sirohi | Permalink | Comments ()