Analytics and Customer Insight

Better knowledge enables better decisions.

To increase profitability and gain market share, companies must understand some fundamental things about the customers they seek:

• Who are they and what do they look like? What are their potential business values and risks?
• When will they be entering the market?
• Which products or services suit their needs?
• What are their brand preferences?

Companies must develop a much deeper knowledge of customers and prospects. They can no longer rely on “hindsight,” or views provided by traditional analytics that examine what companies did in the past. Providing answers to these questions is now based on “insight,” understanding what drives behavior, and “foresight,” predicting likely outcomes. Understanding likelihood to respond and propensity to purchase is necessary to support consumer-centric analytics.

Advanced analytical solutions providing insight and foresight are enabled by integrated marketing databases, customer data integration (CDI) technology and real-time customer recognition and interactive marketing. Acxiom’s leadership in these areas uniquely qualifies our analytic consultants to help companies turn information into insight and foresight.

Acxiom consultants can deliver individual consumer and household-level insight and foresight based on geo-demographics, life stages, lifestyles and behavioral indicators instead of the traditional market-level approach. The combination of insights and foresights gained will help companies:

• Allocate marketing funds intelligently
• Deliver the right message through the right media to the right customer
• Increase customer profitability

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