Overview: The ability to draw deep customer insight from Big Data and bring it rapidly into operational decision making is transforming the discipline of marketing. Today, marketers have the opportunity to understand customers at a depth that harkens back to the past of the neighborhood store, engaging them with deep, relevant and constantly improving dialogue—only at an immense scale.
By learning to leverage new technologies, marketers can now make relevant personalized offers to individual customers at the moment most likely to elicit profitable responses. Every offer can also fully balance the customer's shopping propensities with the multiple objectives of the business and its trade promotion partners.
This webinar examines seven essentials for transforming Big Data into the best possible marketing decisions—what we’re calling "Big Marketing." You’ll learn new strategies for:
• Overcoming data silo obstacles to making customer-level decisions
• Creating intelligent behavioral triggers that outperform simple business rules
• Getting answers to "million dollar" marketing questions that increase ROI
• Making Big Data analytic insights immediately useful in operations
Mike Farrar, Principal Consultant – Analytics Presales
Mike comes to FICO with 20 years' experience in marketing analytics. During his career, he has worked as a consultant to the retail, travel, and automotive industries, and he has built and managed the marketing analytics department of a major US airline. At FICO, Mike works to craft and communicate analytic solutions as one of the key offerings of our Marketing Solutions practice. He has undergraduate and graduate degrees from the University of Chicago.