Customer Analytics Archives – Revelwood Knowledge Center
Customer Analytics Archives – Revelwood Knowledge Center

“The most critical capability of the CMO is to have a profound, deep understanding of customers and their needs and know how to engage and serve them.  This of course involves knowledge of data and analytics. – Jamie Moldafsky, CMO, Wells Fargo, in “Redefining the CMO,” Deloitte Review, issue 22. According to a recent study by the CMO Council and Deloitte, “CMOs have been increasingly asked to elevate their activities from brand and marketing plan management to acting as an … Read More


Impulse purchases account for a large amount of revenue that retailers can’t afford to miss out on. In fact, impulse buying accounts for nearly 80% of purchases. Impulse buying is when a shopper purchases something that was not originally on their shopping list – whether it’s adding chips to their grocery cart or buying shoes on sale that go really well with the dress they just purchased. When retailers drive impulse purchasing, they increase both basket size and sales. Impulse … Read More


We’ve worked with hundreds of companies who primarily measure their customer relationships with one metric: Net Promoter Score (NPS). NPS measures customer experience and predicts business growth by asking one simple question: how likely are you to recommend the company’s product or service? The score is calculated on a 0 – 10 scale based on the response, with those scoring 9 – 10 considered “Promoters,” those scoring 7 – 8 considered “Passives,” and those scoring 0 – 6 considered “Detractors.” The … Read More


The Wharton Customer Analytics Initiative (in which we participate) defines customer analytics as “the collection, management, analysis and strategic leverage of a firm’s granular data about the behavior(s) of its customers … Customer analytics can be characterized as behavioral, longitudinal, inherently granular, forward-looking and multi-platform.” While that may sound very academic – it is, after all, coming from one of the preeminent business schools in the nation – the reality is that customer analytics is being used today by many … Read More


Business travel can sometimes be more obligation than enjoyment. There’s always the chance of flight delays and other transportation snafus, long days, and often, the expectation of keeping up with your day job while being out of the office for work. But sometimes there’s that special business trip you look forward to! That’s how we feel about the annual Ingram ICE event. “ICE” stands for Ingram Cognos Elite and it’s an exclusive program for IBM business partners who demonstrate expertise … Read More


We recently shared an example of how a client in the insurance industry is using predictive analytics and customer analytics to prioritize lead lists for an average 45% success rate. Another client of ours is a B2B wholesaler who sells to retailers throughout the U.S. They wanted to apply predictive analytics to their digital platform customers use to re-order products. This platform is also used to market products to its customers. We decided to use IBM Predictive Customer Intelligence to … Read More


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