Friday's Innovation Inspiration - ROI-focused marketing, predictive analytics


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  

Are you using predictive analytics in your marketing?  



About Author

Waynette Tubbs

Editor, Marketing Editorial

+Waynette Tubbs is the Editor of the Risk Management Knowledge Exchange at SAS, Managing Editor of sascom Magazine and Editor of the SAS Tech Report. Tubbs has developed a comprehensive portfolio of strategic business and marketing communications during her career spanning 15 years of magazine, marketing and agency work.

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