While all marketers are using predictive analytics, it must be noted that the same must be used for different stakeholders within the business cycle. The customer can be tracked using expected loyalty levels to the product, its lifetime value, the level of churn and the kind of products each segment is expected to purchase in the future. For marketers, the ideal marketing mix or use of channels can be specified using the same. The purchase intent can then be properly gauged and the right audience targeted using digital marketing. The content on websites and apps can be optimized and customized for each customer segment. Even risk can be predicted by tracking probable frauds and recovery. Price may be set accordingly. Operationally it provides us withbusiness intelligence which helps forecast.

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