Customer Analytics
What it is and why it matters
Customer analytics refers to the processes and technologies that give organisations the customer insight necessary to deliver offers that are anticipated, relevant and timely.
As the backbone for all marketing activities, customer analytics comprises techniques such as predictive modelling, data visualisation, information management and segmentation.
The importance of customer analytics
Customer analytics is becoming critical. To understand why, consider this: Customers are more empowered and connected than ever. And becoming more so. Customers have access to information anywhere, any time – where to shop, what to buy, how much to pay, etc. That makes it increasingly important to obtain customer insight to understand how they will behave when interacting with your organisation, so you can respond accordingly. The deeper your understanding of customers' buying habits and lifestyle preferences, the more accurate your predictions of future buying behaviours will be – and the more successful you will be at delivering relevant offers that attract rather than alienate customers.
Reaching 3.6 million football fans via comprehensive customer engagement
Watch this short video to see how KNVB relies on SAS® Customer Intelligence 360 to tailor outreach and deepen connections with millions of Dutch football enthusiasts.
What can you do with customer analytics?
- Increase response rates, customer loyalty, customer trust – and ROI – by initiating customer interactions that deliver personalized offers at the right time.
- Reduce campaign costs by targeting those customers most likely to respond.
- Decrease attrition by accurately predicting customers most likely to leave and developing proactive campaigns to retain them.
- Segment customers more effectively and better understand target populations to ensure that communications and offers are meaningful to each segment.
- Make data-driven decisions by transforming raw customer data into useful information that informs and shapes marketing strategies.
When it comes to analytics, you won't find anything with better performance in the market than SAS. Adding Customer Intelligence 360 to our platform made it even more interesting for us.
Marion Massop
Marketing Intelligence Manager, KNVB
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