Marketing Analytics: Predictive Analytics in Marketing


In marketing, people face a number of problems.While these problems have been traditionally solved using gut feeling, more recently predictive analytics is being used. The problems normally faced in marketing are as follows:

Knowing attrition rate, potential churn customers

Knowing how many market segments exists

How to allocate marketing budget

Impact of a marketing campaign

Knowing Loyal customers/key drivers

Direct marketing strategy

Key drivers of sales

Choosing between different marketing/product strategy

A number of models predictive models are being used to solve the above problems namely : Churn model, Cross sell /Up sell model, Attrition model, Loyalty model, Market mix model

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