In a recent report from Aberdeen Group, a Harte-Hanks company, analyst David White details how companies are using predictive analytics to grow sales and understand customers more deeply. He notes that the strategies firms select for managing the pressures they face vary based on how well they’re leveraging predictive analytics and data mining for sales and marketing.

White explains that, “While improving the targeting of marketing offers is the top strategy for all types of organizations, the priorities given to other strategies starts to illustrate the different levels of marketing maturity. For example, twice as many Best-in-Class companies prioritize the building of detailed customer profiles than are striving to obtain a 360° view of their customers – 32% vs. 16%. In comparison, these two strategies are equally prevalent among all other (those performing in the Industry Average and Laggard categories) survey respondents with 22% of survey respondents favoring each strategy.”¹

He goes on to add that, “Best-in-Class companies have better access to all types of customer data – including transactional and unstructured data. This has enabled the Best-in-Class to create a well-rounded 360° view of their customers. Building on this firm foundation, the next stage is to create more detailed unique customer profiles that can support sales and marketing efforts more closely”.

Click here to download the full report and learn how to improve the customer insights your organization captures, and how to turn those insights into more targeted and effective marketing programs.