Analytical Marketing drives market segmentation and identifies your most profitable customers. Information from each customer interaction channel is collected, analyzed and used to develop predictions of your individual customer’s behaviors.
Analytical marketing utilizes those processes and sophisticated technologies that allow businesses to direct their overall marketing investment across the brand and customer. In a sense, analytical marketing tools are the “nuts and bolts” of the marketing engine.
Specifically, analytical marketing converts customer data, gathered at various touch points, into relevant insights that direct market segmentation activities and feed into more effective campaign design. Through predictive modeling, analytics lead to a more robust understanding of customers and markets and an improved ability to make strategic and operational decisions about customer treatment. The ultimate outcome is increased profitability, based on customer differentiation, and more informed decisions related to the development of product, pricing, promotion, packaging, and channels.
Without analytics, companies will keep investing in CRM without ever knowing where their money is having the greatest impact. In short, analytical marketing puts customer insights to work for the organization and prevents the company from delivering the wrong content to the wrong person at the wrong time.
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