This session will begin by explaining the theory behind some of the latest data analytical techniques available to marketers. Understanding the journeys your customers take with your business, the segments they move between, retention patterns and the best next offer for each individual, can all offer unique communication and personalisation opportunities. Smart analytics, on big and not so big data, can be used to control audience selection, customise content, target the best channel and measure outcomes to increase ROI.
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James will then discuss some real world examples using case study entries from the winners and finalists of Apteco’s annual Best Use of FastStats® Award competition. With entries from organisations including Prezzo, P&O Ferries, ProTyre and RNLI, James will highlight innovative real life examples of data driven marketing strategies that delivered impressive, measurable results.