Predicting customer behavior through retail analytics
Aftermarket Business World columnist Larry Silvey says that retail analytics can help automotive retailers target customers and achieve incremental sales in his column “Retail analytics can help predict customer behavior.”
Automotive parts retailers now are taking a scientific approach to marketing that focuses on retail analytics instead of old-school marketing. This involves interacting with customers and trying to find out what is on their minds, so that marketing can be adjusted to address those issues.
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The right system builds a workable infrastructure to track every communication and campaign for optimal responses from consumers. This helps marketers prioritize how they spend their marketing money by examining information, including the optimal number of contacts a company has with customers through each channel, customer preferences and the media channels that each customer uses.
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