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Intelligent profiles and segments equals pure power for business: Combining profiles, segment and predictive analytics
Applied Marketing Analytics: The Peer-Reviewed Journal,
2
(1),
73-83
(2016)
Abstract
Business is excellent. Customers are more than loyal; they are in love with the brand. Marketing campaigns regularly bring good results and new customers. Innovative products precisely meet current needs. Who would not like to say such things about their company? The way to get to this nirvana is through thoughtful consolidation and analysis of all relevant information about customers and prospects in order to calculate profiles and segments — and to extrapolate them into the future. The general use of audience segments is not new, and marketing profiles have existed since before data grew big. But by collecting and using online and offline behavioural data, location data and touchpoint data, in combination with the power of predictive modelling, we can provide insight-driven, individualised communication and interactions with customers and prospects. This provides indispensable fuel for daily business and drives client success. This paper will outline the framework for these newly developed and successfully implemented methods and will describe some of the business opportunities they can empower.
Keywords: intelligent profiles; intelligent segments; automated predictive models; predictive modelling; unsupervised learning; clustering; imputation
The full article is available to subscribers to the journal.
Author's Biography
Andrea Ahlemeyer-Stubbe is Director of Strategic Analytics at HackerAgency München GmbH and the author of ‘A Practical Guide to Data Mining for Business and Industry’ (Wiley). Upon receiving her Master’s degree in statistics from the University of Dortmund, Ms Ahlemeyer-Stubbe formed a consulting firm, offering customised professional services to her clients. She now leads HackerAgency Munich’s analytics team, drawing on the wealth of experience gained from her 20 years in the industry, specifically in the areas of data mining, data warehousing, database marketing, CRM, big data and social CRM. Ms Ahlemeyer-Stubbe is a frequent lecturer at several universities, as well as a speaker at professional conferences. She was President of European Network Business and Industrial Statistics (ENBIS) from 2007 to 2009 and is currently Co-chair of the Industrial Conference on Data Mining (ICDM).
Stephan Horvath is Global CMO for HackerAgency, and as such is adept at combining customer insights with marketing technologies to bring tangible, measurable benefits to clients’ business. He brings 20 years of experience in marketing and sales consulting for several industries, and holds a Master’s degree in management science and computer science from the Technical University of Stuttgart. Mr Horvath leads teams to develop successful relationship marketing strategies in highly competitive market environments. His expertise spans the entire customer lifecycle: generating qualified leads, increasing the sales conversion rate of those leads and turning them into profitable, loyal customers. He drives lead and loyalty programmes for automotive, airline, finance and retail clients in Europe, North America, the Middle East and Asia. Mr Horvath has worked with leading global brands, including IBM, T-Mobile, Vodafone, Lufthansa, Coca-Cola, Hertz, Citi, santander and Volkswagen.
Citation
Ahlemeyer-Stubbe, Andrea and Horvath, Stephan (2016, February 1). Intelligent profiles and segments equals pure power for business: Combining profiles, segment and predictive analytics. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 1. https://doi.org/10.69554/RUYU2237.
© Henry Stewart
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Publications LLP