Customer Analytics
What it is and why it matters
Customer analytics refers to the processes and technologies that give organizations 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 analytics, predictive modeling, data visualization, data management and segmentation.
Why is customer analytics important?
Customer analytics is critical. To understand why, consider this: Customers are more empowered and connected than ever. And have higher expectations when it comes to customer experience. They have access to information anywhere, anytime – where to shop, what to buy, how much to pay, etc. Therefore, it's crucial to collect customer data in a trustworthy manner to understand how they will behave when interacting with your organization, allowing you to respond accordingly throughout the customer journey. A deeper understanding of customers' buying habits and lifestyle preferences helps marketers accurately predict customer behavior to tailor offers and marketing campaigns that lead to improved customer engagement.
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
More customer analytics resources to explore
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