MORE ABOUT PREDICTIVE MARKETING
Predicting customer behaviour with customer insight.
The concept of customer value is an excellent indicator of the outcome of all marketing efforts of an organisation (KRI, Key Result Indicator). But it does not indicate which buttons to push and/or how to improve results.
By breaking the concepts of customer value and customer experience in components and phases we will get more grip on the underlying independent drivers. Customer journeys are an example of how this split up works in practice: the total customer funnel is deducted in needs, occasions, means and channels.
Many of the components of Customer Value and Customer Experience we can understand better by using statistical analyses and models. As more and more (big) data is available, the practical use of these models are increasingly effective and results are measurable. Machine learning accelerates this development even further.
Selecting customers to whom you want to focus your organisation on the basis of predictions (Customer targeting) and predicting the value of this for the customer (Customer Engagement), we summarise this under the heading Predictive Marketing.