NEWS2 July 2009
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Insight & Strategy
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UK— Clothing retailer Next has signed up to use predicitive analytics technology from MR software firm SPSS in an effort to boost online marketing effectiveness.
The company will use the data-mining tools to analyse customer behaviour to help it produce more relevant content.
“Online sales is a highly competitive space, and customer retention and conversion is a tough challenge for any business,” said Colin Shearer, SPSS’s senior vice president of strategic analytics.
“Using our technology, Next is able to extract intelligent information about its customers and use this to proactively adapt its approach to internet-based channels.”
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Anon
14 years ago
I still don't see how measured behavioral trends is a reliable predictor. The past may be repeated for a while into the future, but step changes surely cannot be predicted by software ... can they? Hmmm ... The proof will be in the pudding - i.e. if Next renews the contract when the current one expires!
RT @researchlive: Cultural strategy is about better understanding and reflecting people’s lives, and making sure brands act on better repre…
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
1 Comment
Anon
14 years ago
I still don't see how measured behavioral trends is a reliable predictor. The past may be repeated for a while into the future, but step changes surely cannot be predicted by software ... can they? Hmmm ... The proof will be in the pudding - i.e. if Next renews the contract when the current one expires!
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