Gartner Research

Use Predictive Analytics to Retain More Customers

Published: 09 April 2013

ID: G00249541

Analyst(s): Richard Fouts

Summary

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
  • Key Challenges

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

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client