Contextual Analytics The map to marketing success

Maps track your progress in real time as you drive towards your goal and alert you if your route needs altering. Businesses could benefit from similar live analysis…

Descriptive

What has happened? What does the data tell us?

Predictive

What could happen? What result could we get if we take

this action?

Prescriptive

What should we do? If we want this result, what action

should we take?

Contextual

What should we do in this situation? If we want this result - in this specific situation, given this context

and these variables - what action should we take?

Context includes time, day, weather, speed, traffic conditions, local events…

A prescriptive, contextual analytics platform pulls in that data and shows you – in real time – how best to leverage it to engage customers & make sales

The next evolution is cognitive analytics; systems that learn & find the ‘right’ answer autonomously

Cognitive

Tell us what to do Based on all this data, tell us the right

thing to do right now.

A cognitive marketing platform will be able to continuously take in data, constantly evolve its algorithms and give each individual customer exactly the right experience in exactly the right place and time.

Following a contextual map makes more sense than sticking with the data equivalent of folded paper and getting hopelessly lost…

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