The Critical Role of Predictive Customer Analytics in Strategic Decisions
Article – May 2013
Corporate / Transaction Advisory
RGL Partner Matt Morris writes about emerging best practices for senior marketing and finance executives in the paper, “The Critical Role of Predictive Customer Analytics in Strategic Decisions.”
By: Matt Morris
This paper explores the business value and selected best practices for senior marketing, business intelligence and finance executives who seek to expand their knowledge of customer analytics and leverage customer intelligence at key points in the strategic planning and implementation lifecycle.
As the stewards of strategic vision and planning, senior executives know that economic uncertainty is a constant, even more so in recent years. Gone are the days when company purse strings were at the ready as Marketing and other business functions came forward with growth ideas grounded by gut feel or executive intuition.
With tighter resource constraints and greater pressures to do more with less, business success, perhaps even survival, requires forward-looking solutions that help the C-suite achieve bottom-line improvements, top-line growth and more effective risk management.
Of necessity, companies today need a new level of discipline in the strategic planning process and at key decision points—one that is not based on instinct or “guesstimate“ data points but instead on more deeply data-driven analytics and forward-looking indicators. Predictive customer analytics is an emerging best practice that can help a company measure and predict risks and discover opportunities across its customer base, ultimately leading to better business outcomes. Early-adopter executives who have harnessed predictive customer analytics have been able to realize compelling business value and high returns on investment.