2. Kevin Geraghty
Head of Analytics 360i
“data science is not voodoo.
WE ARE NOT BUILDING FANCY MATH
MODELS FOR THEIR OWN SAKE. WE
ARE TRYING TO LISTEN TO WHAT THE
CUSTOMER IS TELLING US THROUGH
3. Dr. Eric Siegel
Author, Predictive Analytics: The Power to
Predict Who Will Click, Buy, Lie or Die
“The holy grail of marketing is to proactively pounce
upon every individual customer opportunity by
predicting beforehand who will respond and to
preemptively intervene each customer loss by
predicting who will defect.
4. “If you want to create messages that
resonate with your audience, you need
to know what they care about. [...]
Increasingly, we're seeing companies
use data from public social
media to guide their messaging.
VP, Principal Analyst
5. “Many retailers track customer preferences based on
purchase and click behavior. While this adds value to
their retargeting and email efforts, it doesn’t tell
the whole story. Social media profiles and
interactions offer a fuller, more nuanced picture of
people than their actions within your sales funnel.
Social data prompts discoveries about their
favorite products and passions – information you can
use to shape your offerings and outreach.
6. Stephen Quinn
“Being locally relevant has always been the core
of success in retailing, going back 100 years to the town
general store whose owners knew what their customers
wanted, liked, and would like to try. Social is like the
ultimate customization vehicle, giving us back the
local relevance we had lost in trying to get scale and lower
cost. It makes that era of 100 years ago really possible
7. Jane Frost
Market Research Society
“Big data may tell you how many customers you have
won or lost but not necessarily why. This is
the intelligence that can really make a
8. Joe Rospars
Chief Digital Strategist, Obama for America
“Big data is about having an understanding of what your
relationship is with the people who are most
important to you and an awareness of the potential in
9. “it used to be top down, WHERE COMPANIES WOULD GO
OUT AND CONDUCT A SURVEY AND COLLECT DATA. NOW WE ARE
WALKING AROUND WITH DEVICES THAT LOG EVERYTHING WE LIKE,
PICTURE WE TAKE, STORE WE VISIT.
you don't have to go out and find data,
now it is coming to us.
Host of The Numbers Game
The National Geographic Channel
10. “Conduct research to identify the
social behaviors of your
customer base--before you do
anything. When you first understand
your customers, your marketing efforts
will naturally unfold.
Industry Analyst, Partner
11. “BIG DATA WILL SPELL the death of customer
segmentationAND FORCE THE MARKETER TO
UNDERSTAND EACH CUSTOMER AS AN INDIVIDUAL WITHIN 18
MONTHS OR risk being left in the dust.
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