Gartner Research

Use Predictive Analytics to Retain More Customers

Published: 09 April 2013

ID: G00249541

Analyst(s): Richard Fouts


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


  • 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

Case Study

  • The American Automobile Association

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