Deriving Value From Customer Analytics

Question 1

What is the goal of customer analytics?

Answer 1

Classify, estimate, predict, cluster and more accurately describe data about customers using mathematical models and algorithms and business know-how

Question 2

Describe the customer analysis process

Answer 2

Classification: learning patterns of traits
Estimation
Regression: using existing values to forecast
Prediction: using historical data to forecast future behavior
Clustering: customer mapping

Question 3

What are the three I’s in goodnight?

Answer 3

Deepening customer insight
Choreographing customer interaction
Continuously improving marketing performance