loader from loading.io

EP22: Using Predictive Analytics for Direct Marketing

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

Release Date: 10/30/2017

EP25: C-Level Analytics at Proctor & Gamble show art EP25: C-Level Analytics at Proctor & Gamble

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

Large companies today are quite happy to use analytics for a wide range of tactical decisions, such as product assortment and identifying the most efficient distribution channel. But when it comes to bigger strategic decisions, C-level executives are more tentative. David Dittman is the director of business intelligence and analytics services for Procter & Gamble. Dittman argues that C-levels must start using analytics for more strategic decisions, and they must do it now.

info_outline
EP24: KPMG on Why Marketers Should Learn Data Analytics show art EP24: KPMG on Why Marketers Should Learn Data Analytics

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

Marketers tend to get frustrated when asking analytics questions of their IT partners. For some in IT, a datalake is a very easy and convenient answer to almost any analytics question. Todd Cullen is the Customer Insight & Analytics Practice Leader at KPMG. Todd argues that marketers need to get up to speed on these issues so that they can ask better questions.

info_outline
EP23: Machine Learning in the Fortune 100 show art EP23: Machine Learning in the Fortune 100

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

Few things in business analytics have been more hyped than Machine Learning. Machine Learning works and it can do many things that create value. But it often can’t do those things as well or as fast as the hype suggests. Nor can it replace humans.

info_outline
EP22: Using Predictive Analytics for Direct Marketing show art EP22: Using Predictive Analytics for Direct Marketing

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

Direct Marketing focuses on potential customers that are predicted as likely to buy. But is that in fact the best approach? Is it not a better approach to instead target those who are the most likely to be persuaded to buy? Is the point of a marketing campaign to increase purchases or to change minds—and THEN increase purchases. To figure this out, we have with us Eric Siegel is the founder of the Predictive Analytics World Tradeshow.

info_outline
EP26: Banking Analytics at Bank of America show art EP26: Banking Analytics at Bank of America

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

Predicting cashflow is certainly common enough, but what about predicting the costs ASSOCIATED with cashflow? What are the specific financial impacts of moving from check to ACH? Should you offer a discount to encourage preferred payment methods? What are the costs of matching invoices and fixing invoice typos? Rodney Gardner, head of global receivables at Bank of America Merrill Lynch, talks banking analytics.

info_outline
EP21: Point of Sale Data Analytics with TSYS, Largest Payment Processor in the US show art EP21: Point of Sale Data Analytics with TSYS, Largest Payment Processor in the US

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

When a consumer walks into a grocery store … buys some apples … and pays with a Visa credit card, …. Who owns that data? The grocery store? The shopper’s bank? The retailer’s bank? Visa? The processor in the middle? The shopper herself? All of the above? TSYS point of sale data analytics come to the rescue.

info_outline
EP20: HR Analytics at Memorial Sloan Kettering Cancer Center show art EP20: HR Analytics at Memorial Sloan Kettering Cancer Center

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

When Human Resources executives discuss analytics, topics turn to employee evaluations and various indicators of happiness levels. But for Roy Altman, the manager of HR Analytics for the Memorial Sloan Kettering Cancer Center, he wanted to understand how employees work together. He saw an almost total absence of metrics about how employees mesh together. All of the HR analytics explored employees as individuals, never as part of a group.

info_outline
EP19: Neiman Marcus Omnichannel Retail Marketing show art EP19: Neiman Marcus Omnichannel Retail Marketing

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

One of the oldest concepts in omnichannel retail marketing is single view of the customer. That simply means recognizing the shopper as she moves from desktop to mobile device to calling a call center to visiting a physical store. But shoppers share desktop devices with family members and many use multiple mobile devices throughout the day.

info_outline
EP18: Location and Timing Based Marketing Analytics show art EP18: Location and Timing Based Marketing Analytics

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

All day long, mobile devices are being bombarded with shopping offers. Marketing analytics routinely explores which offers are likely to be accepted and which will be ignored. But does it make a difference if that sales pitch arrives when shoppers are sit

info_outline
EP17: Data Analytics to Assess Health of a Customer with Hal Halliday from Infusionsoft show art EP17: Data Analytics to Assess Health of a Customer with Hal Halliday from Infusionsoft

The 10 Minute Business Analytics Podcast | Data Analytics, Big Data, Data Visualization, Data Warehousing

Outsourcing sales and customer support to a third-party is a common tactic for growing companies, but it can be quite unnerving. Are your customers and prospects being properly taken care of? Are your renewal and acquisition rates lower than they would be if your internal people handled it all? In one sense, that’s a classic what-if query. The problem is it’s almost impossible to know what customers and prospects would have done differently with different people. Infusionsoft, a Goldman Sachs backed company, tried an intriguing way to make those projections. They dubbed it a Customer...

info_outline
 
More Episodes

Direct Marketing focuses on potential customers that are predicted as likely to buy. But is that in fact the best approach? Is it not a better approach to instead target those who are the most likely to be persuaded to buy? Is the point of a marketing campaign to increase purchases or to change minds—and THEN increase purchases. To figure this out, we have with us Eric Siegel is the founder of the Predictive Analytics World Tradeshow.