Intelligent profiles and segments equals pure power for business: Combining profiles, segment and predictive analytics

Andrea Ahlemeyer-Stubbe and Stephan Horvath
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Andrea Ahlemeyer-Stubbe: Director Strategic Analytics, servicepro GmbH, Germany

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 1, 73-83

Abstract: Business is excellent. Customers are more than loyal; they are in love with the brand. Marketing campaigns regularly bring good results and new customers. Innovative products precisely meet current needs. Who would not like to say such things about their company? The way to get to this nirvana is through thoughtful consolidation and analysis of all relevant information about customers and prospects in order to calculate profiles and segments — and to extrapolate them into the future. The general use of audience segments is not new, and marketing profiles have existed since before data grew big. But by collecting and using online and offline behavioural data, location data and touchpoint data, in combination with the power of predictive modelling, we can provide insight-driven, individualised communication and interactions with customers and prospects. This provides indispensable fuel for daily business and drives client success. This paper will outline the framework for these newly developed and successfully implemented methods and will describe some of the business opportunities they can empower.

Keywords: intelligent profiles; intelligent segments; automated predictive models; predictive modelling; unsupervised learning; clustering; imputation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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