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The role of the marketer has changed. The process of marketing now involves the use of descriptive business analytics, and not the descriptive method as was earlier the case. This transition is not always smooth, but some methods have been identified to make sure that happens. First of all, the entire data warehousing must take place at a central location, rather than split out. In order to have the best metrics between conversion and churn, a complete 360- degree real- time view of the consumer has to be put in place. Personalization is now the holy grail, as marketers need to bring in the personal touch across the purchase journey. In particular, this has brought in the best of results in the ABM (Account- Based Marketing) space.

Source:https://www.forbes.com/sites/forbescommunicationscouncil/2018/12/11/transitioning-from-descriptive-to-predictive-analytics-in-your-marketing/#599a30133528

Uploaded Date:31st December 2018

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