Self learning predictive analytics
Today, campaign management systems have some advanced inbound capabilities. When the customer comes to the touchpoints, he is automatically segmented according to some rules and for each segment, a proposition is made ready and offered to the customer. The system determines the probability that the customer might buy the proposition depending on the past information and experiences, and returns the customer the proposition with highest probability.
All the interactions of the customers with the system is logged and analysed so that next time this customer comes to the touchpoint, he is proposed a better option depending on the interaction and product ownership, behaviours of that customer.
When do you need to use those systems ? If you are the market leader, and your concern is retention, rather than acquisition, and your customers are heavily using ADC channels.
If you decide to apply these systems, then you do not need to invest a lot on the expensive analytical modeling techniques like Data Mining, as the system is doing that for you on-line, real-time.
I think these systems will have a very good future in the market as it reduces the need for the personnel expertise and experience.
All the interactions of the customers with the system is logged and analysed so that next time this customer comes to the touchpoint, he is proposed a better option depending on the interaction and product ownership, behaviours of that customer.
When do you need to use those systems ? If you are the market leader, and your concern is retention, rather than acquisition, and your customers are heavily using ADC channels.
If you decide to apply these systems, then you do not need to invest a lot on the expensive analytical modeling techniques like Data Mining, as the system is doing that for you on-line, real-time.
I think these systems will have a very good future in the market as it reduces the need for the personnel expertise and experience.
