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Marketing and Customer Analytics

Marketing and Customer Analytics are used to measure and understand the effects of below the line communications (BTL).

These are communications with people who are directly accessible. Often, our clients will have collected considerable amounts of data on such customers (age, location, and spending habits) that allow them to effectively target the right consumers for new products or to keep them loyal to a brand.

Marketing, CRM and or Customer Analysts sort through this data to profile customers and to enable businesses to understand customers’ needs. This allows targetting of customers across a range of channels including, direct mail (DM), email marketing (eCRM), and SMS.

These techniques often require statistical tools such as SAS/SQL/SPSS.

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