Understanding the Predictive Analytics Lifecycle

Chapter 6Actionable Analytics

How marketers and customer service managers implement advanced analytics applications to enhance their customer relationship management system and compete in the marketplace

In the mobile operator world where saturation is reaching high levels, competition now focuses on effective customer service, which means effective communications.

We may consider a campaign as an intelligent way to communicate with our customers. So what do we need to conduct an effective one?

An important area to consider in your strategy and planning is the prediction of the business value of investments, such as advertising and incentives. Software tools enable organizations to increase their profit through more effective and efficient deployment of resources and lower risk associated with changes in the marketplace. Another area to consider is the need to plan, manage, and execute communications in an efficient and effective way.

It is critical to align activities and resources to strategies and goals, link performance to financial measures, and establish accountability throughout the organization. One thing you must do is to plan, test, and execute communication campaigns to improve automation, process efficiency, and consider return on investment (ROI).

This planning becomes more complicated when you consider the multiple channels available to communicate with customers: ...