Use Predictive Analytics to Retain More Customers

Archived Published: 09 April 2013 ID: G00249541


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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

  • Introduction
    • How to Use This Research
  • Analysis
    • 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
  • Case Study
    • The American Automobile Association
  • Recommended Reading
© 2013 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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