PREDICTIVE MARKETING WEBINAR – PART 3, CASE VISMA SOFTWARE: CHURN & LEAD SCORING

Predictive Marketing involves gathering information about prospects, leads and customers, analysing the data, identifying patterns of behaviour and predicting what’s going to happen next. It’s not a new concept – the only thing new is the methodology. In this webinar we are exploring the potential of Predictive Marketing in churn and lead scoring programs. The statistics by Forrester research reveal that it costs 5 times more to acquire new customers than it does to keep the existing ones. Harvard Business School report claims that on average, a 5% increase in customer retention rates results in a 25%–95% increase in profits.

CUSTOMER DATA UTILIZED IN CHURN & LEAD SCORING PROGRAMS

Our webinar keynote speaker, Marketing Director Milla Ikonen, has a long experience in insight driven marketing, mainly from B2B Marketing. "We have already taken big steps towards data-driven marketing, but we wanted to take it even further: What could our existing data tell us about future customer behaviour, could we predict future based on history and prevent churn or foresee purchase by understanding key contributors early enough. How could we find right triggers to further engage customers with right kind, personalized messages, in the channels customers prefer."