Trends Report

Use Customer Analytics To Get Personal

Analytically Driven Personalization Increases Retention And Return

February 17th, 2012
Srividya Sridharan, VP, Group Director
Srividya Sridharan VP, Group Director
With contributors:
Dave Frankland , Allison Smith

Summary

Companies personalize products, offers, content, and communications for a variety of reasons — to treat customers uniquely, to make them feel special, and to encourage them to spend more. Firms rely on various analytical methods, including recommendation engines, business rules, and collaborative filtering, to make personalization work across inbound and outbound customer interactions. This report highlights how customer analytics should serve as the foundation for personalization efforts across channels.

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