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Retained customers buy more and cost us less. The key is knowing what they want, before they know they want it. Although it's a lofty challenge, many marketers are achieving such a vision through skillful use of predictive analytics.
Table of Contents
How to Use This Research
- How to Use This Research
The Business Case for Retention
What Is Predictive Analytics?
What Is Scoring?
- Predictive Modeling and Personalization
- More Than Statistical Analysis
How Has This Technology Evolved?
Start With Business Outcomes
- Be Realistic
- Employ a Structured Methodology
- Budget Appropriate Time, Money, and Skills
- Do Not Underestimate the Data Preparation Phase
- Spread the Word
- The Business Case for Retention
The American Automobile Association
- The American Automobile Association