Strategic Database Marketing 4e: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program by Arthur Hughes

Author:Arthur Hughes
Language: eng
Format: mobi
Publisher: McGraw-Hill
Published: 2012-01-08T14:00:00+00:00

—MICHAEL J. MCDERMOTT

There has been a strong push back on analytics with marketers. It’s not to say that analytics isn’t important, but if all decisions came back to what the analytics told us, then marketers wouldn’t be needed. Creativity, gut instinct, anecdotal data, why customers do what they do, and emotional response cannot be addressed by looking in rear view mirrors of analytics reports.

—AARON KAHLOW

What if you could predict how a large group of prospects or customers would react to an offer from you? If you could separate people likely to respond and buy from those unlikely to respond and buy, you would be much more successful as a marketer. This is what predictive modeling can do for you. With a good predictive model, you can determine:

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