A small, North American marketing firm (a division of a much larger international firm that provides data-driven, multichannel marketing solutions) provides its clients with "effective one-to-one marketing and ROI-focused strategies by applying advanced predictive analytics." Two key client models are outlined in the Post-It Note below.
This is a case study that would fit in the palm of your hand. (Oh, wait. These Post-It Notes were 2 feet square. Well, you get the idea that this is a great mini-case study!) But, what we are missing is the HOW!! How do I use predictive analytics for customer intelligence and marketing?
Here are a couple of interesting papers that I found during a quick search of support.sas.com:
- Rapid Predictive Modeling for Customer Intelligence
- Using Real-Time Analytics to Manage Next Best Action
Are you using predictive analytics in your marketing?