[MKT 700] - Midterm Exam Guide - Ultimate 13 pages long Study Guide!

• School: Ryerson University
• Department: Marketing
• Course: MKT 700
• Professor: Morteza Mashayekhi

Document Summary

Chapter 1: big data and predictive analytics are now. Predictive marketing use cases: the most commonly use cases of predictive marketing are the following, improve precision of targeting and acquisition efforts, use personalized experiences to increase lifetime value, understand customer retention and loyalty, optimize customer engagement. Chapter 2: an easy primer to predictive analytics for. Chapter 3: get to know your customers first: build. Introduction: before you can leverage customer data to nd new growth opportunities or hyper target your customers, you rst need to aggregate, clean, and analyze that data. Chapter 4: managing your customer as a portfolio to. Differentiate spending based on customer value: when allocating your retention budget, think about different value-based segments and how likely they are to buy from you again. Find channels that bring high-value customers: not all channels deliver customers of equal value.