The typical question relating to marketing analytics is: How does predictive analytics increase returns? The typical answer is: By directing decisions on which customers to target first.

However, in 2009, the landscape has changed and we turn away from increasing returns and focusing on deceasing costs.

    • Marketing more optimally means you can market less
                Segment prospects and effectively market to each
    • Sifting through prospects and finding high-conversion ones means you will spend less
                Uncover sales patterns in historical data
    • Retaining customers means less marketing to existing customers
                Gain insight into customer purchasing trends and maintain optimal contact with customers

Utilizing predictive analytics can fulfill the about three points and decrease marketing costs.