Algorithms and predictive models

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Loana Contributor post by Rodica Mihalache, Data Intelligence Lead, Publicis Groupe Romania & Silviu Caciur, Chief Technology Officer, Publicis Groupe Romania The large volume of data is a natural consequence of the evolution of technology and a new resource to exploit, including in marketing and communication. Data is changing the way we enable and communicate with users from the approach of the past. After 2015 we are talking about Data-Driven marketing.

Focused on automation, personalization and agility. Experience Marketing is also emerging recently , focused on the skills of using data to improve the experiences people have with the product or service category, with the product or even  to improve Job Function Email List their quality of life. Like any resource, data should be exploited and monetized. The exploitation of the data can be done both inside the company that owns the data and outside it. Internal.



When data is used to apply analytical methods to make objective, measurable business decisions, to be able to track progress. For example, through propensity modeling analysis we can predict whether customers, website visitors, or application users will perform certain actions. Thus, up-sell or cross-sell opportunities can be identified , concrete objectives can be established regarding the sales volume generated by the segments resulting from this analysis and the fulfillment of these objectives can be followed.