Customer Analytics, Supply Chain Analytics, Next Best Offer, Next Best Action, Consumer Behavioral Prediction, Social Analytics, Social Media Analytics, Location based Analytics, SoLoMo Analytics, Predictive Modelling, PMML, Statistical Models,...
The retail industry has recognized that although consumers tend to be very loyal to their brands and their stores, critical events in the lives of their customers can shift those loyalties.
Event-driven marketing mines transactional data for signs that customers are, for example, buying a home, getting married or having a baby. Campaigns are then sprung into action to retain and upsell customers at those critical times.
The success of such programs, including the highly publicized instance of a leading retailer that inadvertently alerted a woman's father to her pregnancy, prompted us to examine the possibilities for event-driven marketing within the business-to-business (B2B) space. After all, businesses can also be pregnant with opportunities... for the savvy organizations that detect them first.
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