Access this on-demand session to explore how predictive and advanced analytics can transform database marketing. By moving beyond simple business rules or RFM selections, organisations can improve targeting, reduce costs and significantly increase response and conversion rates across both outbound and inbound campaigns. This session demonstrates how prediction-driven marketing programmes are developed, deployed and monitored in practice.

You will see how to prepare and model marketing data in IBM SPSS predictive analytics software and how organisations use techniques such as propensity modelling, behaviour segmentation and next-best-offer strategies to deliver more relevant and profitable interactions. The session explains the differing challenges and opportunities of outbound and realtime inbound decision making and shows how predictive outputs integrate with operational systems and reporting platforms to support ongoing optimisation.

Designed for marketers who are new to predictive analytics or ready to move beyond basic analysis, this on-demand session provides practical guidance on how to get started using the data you already have and how to apply more sophisticated analytical approaches to enhance your campaigns.

During just one hour you will learn:

• How you can use IBM SPSS predictive analytics software to prepare and model your marketing data
• About practical examples of how other organisations like yours have used predictive analytics to enhance their marketing campaigns
• How best to address the challenges and opportunities of outbound (proactive) marketing analytics versus inbound (realtime) decision making
• How to use cluster analysis to drive more sophisticated segmentation strategies
• How to automatically generate next-best offers to maximise response and revenue from your customers
• Practical advice on how to get started with the data you already have