Predictive analytics marketing company says analytics adoption among European mid-market retailers is more advanced than their US counterparts.
LONDON - 10th January 2013: AgilOne, the cloud-based predictive marketing company, today announced the results of its new data-driven marketing survey where 70 mid-market retail and eCommerce executives shared information about their use of big data and predictive marketing analytics in day-to-day marketing.
The findings show that European retailers are not necessarily using predictive analytics as much as their American counterparts, however, their use is significantly more advanced.
Based on the survey findings, AgilOne was able to identify some key data about European retailers’ use of predictive analytics:
Fewer European retailers are using predictive models than those based in the US; however, of those using them, European companies are using them in more channels and in more ways than their US counterparts.
Most US-based retailers are only using predictive models for email, whereas, half of European companies are also using predictive models for direct mail and call centres.
European retailers are either using predictive models or do not plan to use them at all. The respondents were evenly split (45.5% each), with the remaining 9% planning to begin using them in the next 12 months.
Customer Data Management
Europeans are behind when it comes to setting up a central customer data warehouse, with only 36% of having done this, compared with 51% of American retailers. Although, 27% of European retailers plan to build one in the next twelve months.
Europeans are also behind with regard to linking customer data across channels to a single customer ID with only 36% having done this compared to 50% of American retailers.However, on a positive note, 45% of European retailers plan on doing this in the next 12 months.
“It is interesting to see the differences in marketing approaches on both sides of the Atlantic,” said Dr. Omer Artun, CEO of AgilOne. “It seems US retailers could learn from some of the advanced predictive analytics methods European retailers are using today, and there is certainly room for the European market to grow in their use of big data marketing. There is a significant opportunity for European companies to take advantage of predictive analytics to gain customers for life.”
Paul Gibson, regional director of EMEA at AgilOne said, “Europeans are using predictive analytics more and more, creating very advanced campaigns. We expect to see expanded adoption in 2014. The retailers using predictive analytics to predict their buyer’s next move will greatly set themselves apart from the competition.”
To learn more about AgilOne’s survey findings and 2014 predictions, register for a webinar titled, “Insights from AgilOne’s Data-Driven Marketing Survey,” that will take place on Thursday, January 16, 2014 at 4.30pm GMT.
AgilOne is a cloud-based predictive marketing platform, used by brands including Shazam, TK Maxx and Holland and Barrett. AgilOne helps marketers connect with the individual in every customer.prescribing exactly the right marketing offer, making each relationship more profitable, and simplifying the science of marketing. Based on a data-scientist approach, AgilOne makes big customer data clean and smart. Then, AgilOne recommends what immediate actions to take to increase revenue.
AgilOne is based in Mountain View, CA and is venture-funded by Sequoia Capital and Mayfield Fund. For more information, please visit http://www.agilone.com.
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