WHAT YOU DIDN'T KNOW YOU COULD DO WITH YOUR BUSINESS DATA: USING BUSINESS-TO-BUSINESS PREDICTIVE MODELING TO YOUR ADVANTAGE

摘要

Marketing professionals are expected to grow revenue by acquiring new prospects, quickly converting them into sales, and then expanding and growing the relationship. However, with marketing costs continuing to rise, budgets remaining stagnant or declining, and increasingly low response rates, it is more difficult than ever to meet objectives. One of the most common approaches to developing new customer relationships is to overlay customer lists with business attributes such as geography, industry or employee size. This information provides important insight, such as a description of key customer segments. This type of insight also improves marketing execution.