Advanced Analytics, The Modern Marketer’s Best Friend

In this special technology white paper, Advanced Analytics, The Modern Marketer’s Best Friend: Model-Based Segmentation for Better Marketing In-Depth Look & How-to-Guide, you’ll learn how advanced data analytics is a game-changer for marketing organizations. A McKinsey DataMatic study showed that firms in the top quartile of analytics performance were 20 times better at attracting new customers and more than 5 times better at retaining existing customers.

With the rise of the digital ecosystem, marketing analytics seems to have a bright future. The intersection of marketing and analytics has enabled teams to adopt a more customer-centric approach. Examples range from using specific offers to retain existing customers, delivering highly-targeted offers, serving targeted content to prospects, using payment network partnerships to facilitate the delivery of time & location-sensitive offers, and much more.

In this whitepaper, you’ll learn how advanced analytics has the potential to transform the ways in which  segmentation for marketing purposes is accomplished. It starts with a look at traditional segmentation methods and then moves on to exploring how advanced analytics (model-based segmentation) can change the game. Then you’ll explore a few marketing & analytics use cases in various industries. Lastly, you’ll examine the methodologies needed to implement model based segmentation in the real world.

The white paper includes the following sections:

INTRODUCTION
TRADITIONAL SEGMENTATION: HOW? WHAT? WHY?

• How is Traditional Marketing Segmentation Done Today?
• Drawbacks of Traditional Segmentation: Fixed Categories Means Limited Scope

MODEL-BASED SEGMENTATION: HOW? WHAT? WHY?

• User Data: A Plethora Of Data Points To Paint a Complete Picture
• Sonra Testimonial: «Going Beyond Google Analytics»
• Machine Learning: Let’s Make Some Predictions
• Cap Gemini Testimonial: «A Story of Segmentation»
• LET’S GET TECHNICAL: Algorithms are your Friends
• LET’S GET TECHNICAL: Ready, Set… Target!
• Saegus Testimonials: «5 Guidelines for Data-driven Marketing»

MODEL-BASED SEGMENTATION IN THE REAL WORLD

• How Can the IoT Industry Ensure Subscriber Retention and Loyalty?
• How Can an Online Retailer Reduce its Churn?
• How Can Segmentation Allow for Targeted Recommendation in the Travel Industry?
• How Can the Banking Industry Improve its Customers’ Segmentation?
• LET’S GET TECHNICAL: Churn, a Story About Love, or Lack Thereof
• WebbMason Testimonial: «Churn Case Study»

CONCLUSION

The Advanced Analytics, The Modern Marketer’s Best Friend: Model-Based Segmentation for Better Marketing In-Depth Look & How-to-Guide white paper is available for download in PDF from the insideBIGDATA White Paper Library, courtesy of Dataiku.