(Co-author: Michael Ziegler) Lead scoring is an amazing lead management tool to decide when a lead is potentially ready to make a purchase and then gets moved from marketing to sales. Modern analytics tools can help adjust the variables that define the scoring according to success rates and individual lead behavior.
Cross- and up-selling methods offer customers additional products or products of a higher quality before a purchase. But not every customer enjoys product recommendations at all times.
Alexander Beck is Managing Consultant at ec4u and responsible for data science and predictive analytics with a strong focus on customer analytics. We asked him some questions about this topic.
Last week the Marketing Nation Summit 2015 – one of the world’s largest marketing events – was held in California. More than 7.000 people were pouring into the event this year, compared to only 1.500 visitors two years ago. This rapid increase indicates how relevant the latest technologies and integrated processes have become for marketing.