Fractal Analytics, a leading provider of predictive analytics, shared best practices in applying Big Data to define more precise target marketing at IIRUSA’s 12th Annual Shopper Insights in Action event. The event was held in Chicago and was attended by nearly 600 consumer insights marketers, predominantly from consumer packaged goods and retail segments.
Hari Hariharan, Vice President of Analytical Solutions and Business Development at Fractal Analytics presented a session entitled: “Intelligent Customer Targeting to drive Engagement and ROI.” Hariharan shared tips and metrics to help retailers drive higher response, brand loyalty and potentially $200-$800 million in incremental revenue.
With today’s ever-expanding technology, consumers are becoming more demanding of how companies interact with them, expecting more personalized attention than ever before. In this customer-centric world, companies that expect to grow must build lasting relationships with their customers or face extinction. Yet many marketers are unable to fully integrate customer needs into target marketing strategies and often fail to capture relevant metrics or drive campaigns using a scientific test and learn methodology. Hari Hariharan shared an example of an advanced target marketing approach for a leading retailer that helped them refine product assortment, pricing, promotion and target messaging.
According to Hariharan, “Fractal Analytics’ Customer DNA represents the latest advance in target marketing analytics using a supervised learning form of machine-learning that enables marketers to drive more customer-centric campaigns. We can now decode consumer digital fingerprints by evolving our understanding of their behavior over time, across channels, transactions, social networks, and data derived from other sources. Marketers can now design more precise personalized connections that fit the consumer’s needs and preferences.”
For more insights on Hariharan’s presentation, download the copy of presentation from Fractal’s website at www.fractal.ai/newsandevents/events/147.html.
About Fractal Analytics
We believe analytics is critical to deeply connect with consumers, earn customer loyalty, make better decisions to reduce waste, and ultimately improve lives. Fortune 500 companies partner with Fractal to build breakthrough analytic solutions, set up analytical centers of excellence, and create a culture of data driven decisioning.
We solve problems, operationalize solutions to drive results, and ultimately drive change in organizations towards fact-based decisioning. We help businesses: (a) Understand, predict and influence consumer behavior; (b) Improve marketing, pricing, supply chain, risk and claims management; (c) Harmonize data, visualize information, build dashboards and forecast business performance.
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