Last Thursday, three excellent sessions on predictive and customer analytics led me to a few conclusions
Technology allows very old dreams of marketers to come true:
- To know and understand the response logistics from product design or customization via the attention – interest – desire – action chain to the sales counter,
- To decompose aggregate marketing information to the lowest grain: the individual consumer,
- To get deep understanding of switching behavior while the consumer is shopping,
- To monitor online the impact of all marketing variables
And finally, all this new stuff still needs to pass the test of a well balanced business case. The balance between the added value of information in hard currency and a softer evaluation of improving the strategic position with new technology needs careful study.
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