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Understanding Customers Through Analytics

Nice overview of customer analytics at MarketingProfs. The article by Colin Shearer talks about four categories of analytics: Statistical analysis, On-line analytical processing (OLAP), Data mining and Text mining.

I couldn't agree more with Colin when he says:

With the massive amounts of customer data being generated every moment of every day, and the absolute necessity of carefully managing the customer relationship, analytics are no longer a nice thing to have; they are essential. The backlash against spam marketing, and new privacy legislation put into place as a result of this backlash, is forcing a more scientific approach to the art of marketing.

It will no longer be a matter of just throwing out a hook and seeing who bites; it will be about taking the time and using the right tools to truly understand customers, satisfy their needs and wants, and anticipate what they may want tomorrow.


August 11, 2004 in award winning newsletter, Blog Outsourcing, Brand enhancement, build credibility, Building B2B Relationships, Business Marketing, Business newsletter, CMO, Web/Tech | Permalink


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