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Predictive Analytics Reveals Hidden Buyer Behavior

Predictive Analytics Reveals Hidden Buyer Behavior

This IDC Insight explores why the most forward-leaning B2B companies are rapidly adopting behaviorally predictive analytics for customer insights. The document describes the extraordinary insights and results leaders are achieving, the reasons why other analytics methods are inadequate, and what marketing leaders can do to progress this important capability. It is based on interviews with experts and practitioners in the field of B2B behaviorally predictive analytics and from IDC research.

Please Note: Extended description available upon request.

IDC Opinion
In This Insight
Situation Overview
What You Don't Know About Your Buyers Can Hurt You
It's Not Just the Data — It's the Way the Data Is Analyzed
Three Decision-Support Methods: The Case for Predictive Analytics
The First Method: No Data
The Second Method: Rules-Based Analytics
The Third Method: Predictive Analytics, Human Behavior, and Complexity
How Predictive Analytics Works
Comparing Rules-Based Analytics and Predictive Analytics
Applying Predictive Analytics to Marketing
Predictive Analytics for Segmentation: Propensity Event
Segmentation Case Study for Predictive Analytics: B2B Financial Services
Behavioral Segmentation Yields the Best Results
Predictive Analytics for the Buyer's Decision-Journey Stage: Next Best Offer
Next-Best-Offer Case Study: Technology Company
More Insights About Offers Revealed by Predictive Analytics
A Break from the Past Is Needed
Essential Guidance
Priming the Organization: The Critical Step to Gaining Hidden and Amazing Buyer Insights
Advancing the Six Organizational Accelerators for Behaviorally Predictive Analytics
Recruit a Senior Executive Champion
Essential Guidance
Bash the Data Silos
Essential Guidance
Establish Cross-Functional Working Teams
Essential Guidance
Increase Company Literacy
Essential Guidance
Make a Case for Customer R&D
Essential Guidance
Invest in Culture
Essential Guidance
Future Outlook
Table: Examples of Behavioral Segmentation
Figure: Importance Points to Newer Marketing Indicatives for 2014
Figure: Three Levels of Decision Support
Figure: Purchase Process Delay Between Desired and Actual Purchase Time

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