Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Upcoming Events


How To Enter the 2020 Members' Choice Awards - For Vendors




Predictive Analytics – Predicting and Influencing Behavior - Intelliverse - Blog

Predictive Analytics – Predicting and Influencing Behavior

Marketers and businesses are always looking to better understand their customers and potential customers, seeking to know what influences the purchase decision, and what actions or encouragements will accelerate sales. Organizations have looked more and more to data science to gain valuable information including insights into customer behavior from the growing volumes and types of data – sometimes called “Big Data,” which one author says is merely an ungrammatical way of saying lots of data. In the past few years, there has been more and more interest by organizations in the area of data science known as predictive analytics.

Predictive Analytics

Traditional analytics is generally descriptive, meaning it provides statistics and reporting on historical events or actions that have already occurred. Predictive analytics on the other hand, is an area of data science where models are created using data, statistical algorithms and machine-learning techniques to analyze current and historical facts in order make predictions about future events – the likelihood of a future outcome.

Predictive analytics focuses on actions on an individual level – per person, per campaign, per store and the like. Massive amounts of data are available that encompass behaviors, characteristics and outcomes for all kinds of individuals and activities, representing a vast array of experiences. Predictive analytic models use the computer power of machine learning to analyze the volume and details of all this experience represented in the data in order to discern the predictable rules, patterns, propensities and behaviors, which can then be used to predict the likelihood of certain behaviors, actions or performance and recommend specific actions to influence the outcome.

As the models train using more data representing more historical experience, it leads to more precise predictions. While this area of data science is not absolute in predicting future outcomes, it is more precise than guessing and therefore is of significant value.

Common Applications

A 2014 TDWI report found that the top reasons organizations are using predictive analytics are the following:

• Identify trends.
• Understand customers.
• Improve business performance.
• Drive strategic decision-making.
• Predict behavior.

According to a report by Forrester Research, the most common applications for predictive analytics are cross-selling, upselling, determining customer profitability, promoting customer loyalty and credit scoring.

An enterprise might use predictive analytics to predict purchasing behavior so that it can better target its marketing efforts; predict which sales will be successful to prioritize leads; predict order cancellations to implement ways to improve customer retention and loyalty; or predict a customer’s product choices based on views or past purchases to make product recommendations personalized to that customer.

Frequently cited examples include the following:

      • Target using a customer’s shopping patterns to predict the customer’s pregnancy and then direct product offers specifically useful or necessary to newborns, identifying 30% more prospects


      • Hewlett Packard predicting employees who were likely to leave their jobs so that managers could take actions to retain them or otherwise be prepared


      • Google predicting for a search user which web sites that user would find to be of high quality to show those pages in the search results


    • Amazon using a visitor’s product views to offer personalized recommendations for other products, generating 35% of its sales from these recommendations

Uplift Modeling

Uplift Modeling (sometimes called Persuasion Modeling) is a specific predictive analytics technique that has gained recognition in recent years. The technique is used to find members of a target audience who are “persuadable.”

It gained publicity after the statistical modeling team for the Obama for America 2012 campaign used an uplift modeling program to precisely identify voters who were leaning Republican but were likely to be receptive to the Obama message. The models used demographic, geographic and political data to statistically identify the characteristics of persuadable voters in swing states; and used the models to determine which voters should be targeted with television ads, which with door to door solicitations, calls or mailings.

Uplift modeling has obvious applications in a marketing context. The idea is that an audience of potential customers includes the following:

      • Those who have already decided to purchase a specific product regardless of any contact


      • Those who will absolutely not purchase the product even if contacted


      • Those who would react negatively to being contacted


    • Those who can be convinced or persuaded to purchase with contact.

Clearly, it is more efficient for a marketer to target the group that can be persuaded. Marketing resources are wasted on those who have already decided one way or the other; and counterproductive to expend on those who would react negatively to contact.
Uplift modeling allows marketers direct resources more efficiently and potentially accelerate sales by targeting ads and other efforts at persuadable consumers.

For example, a company undertaking a direct mail campaign might use uplift modeling to predict who on the mailing list are un-persuadable, unlikely to respond to the company’s offer, and remove them from that mailing. The company would save marketing dollars, have a better targeted audience and increase the response or conversion rate.

Predictive analytics is an exciting area of data science with wide applications. For business, it has significant potential to more efficiently allocate resources, accelerate sales and increase revenues. It allows vast amounts of historical data to be analyzed which can be used to predict the likelihood of certain behaviors, and then recommend specific actions to influence the outcome in a desired direction.


Publish Date: January 11, 2016 5:00 AM

2020 Buyers Guide Customer Relationship Management


Zoho CRM Suite
Zoho CRM is a world leading cloud based customer relationship management suite covering all CRM functionalities a modern company needs :
- Multi Channel Lead Management
- Sales Force Automation
- Quotation & Order Management
- Full 'Lead to Order' process
- After Sales Services
- Social Media Management
- Mass E-mailing & Marketing Automation

& several other capabilities

eGain Corporation

eGain Solve™
eGain Solve™ is the industry’s leading cloud solution for omnichannel customer service and engagement. As the industry’s only unified customer engagement and knowledge management software suite, eGain Solve helps businesses design and deliver smart, connected customer journeys across social, mobile, web, and contact centers. The suite consists of modular, best-of-breed applications built on a unique customer engagement hub platform, eGain CEH™ Platform, that combines 360-degree customer context, intelligent process guidance, and actionable knowledge to enhance every customer interaction. The web-services-based architecture of the platform enables rapid innovation and extension of customer engagement capabilities.

MFE International

Creatio(formerly bpm'online) Process-driven unified CRM
Unified Marketing, Sales, Service CRM built on a business process management (BPM) platform. Award winning CRM .Recognised by Gartner, Forrester, OVUM, Nucleus research as leading marketing automation, sales automation, customer engagement, business process automation and dynamic case management software.
A new process-driven CRM and not the traditional CRM type.
PH: 96386615


A complete contact centre technology offering including a flexible and highly configurable CRM solution which can be multi-tenanted, relational and visually configured. CRM entities are fully embedded in a sophisticated dynamic call scripting drag & drop solution which allows for complex process flows and integration to external systems for the delivery of an integrated intelligent agent desktop solution. The solution can be integrated to telephony for both inbound and outbound using the Noetica Voice Platform which is a fully featured contact centre telephony platform.
PH: +44 345 0181 070


Trendzact CRM
Trendzact’s CRM case management platform specializes in contact engagement centers with complex workflows or integrations. Our features, full customization, scalability, native on-demand AI and flat-fee pricing sets us apart from the competition.
PH: 3854343250

View more from Intelliverse

Recent Blog Posts:
What’s your Sales Style?September 20, 2016 5:00 AM
How to Motivate your Under-Performing Sales PeopleSeptember 2, 2016 5:00 AM
How to Become an Expert in Your Industry (and close more sales)August 24, 2016 5:00 AM
How to Simplify Your Sales MessageAugust 9, 2016 5:00 AM
How to Recognize Your Millennial Sales TeamAugust 3, 2016 5:00 AM
5 Steps for Identifying Sales KPIs That MatterJuly 28, 2016 5:00 AM
Follow Up Emails After Initial Contact [2 Templates]July 26, 2016 5:00 AM
How to Gain Trust of a Prospect During Your First ContactJuly 19, 2016 5:00 AM
You Should Reach Out to How Many People During The Sales Process?July 7, 2016 5:00 AM
5 KPIs Every Sales Team Should be Keeping Track OfJune 28, 2016 5:00 AM
Submit Event

Upcoming Events

15th annual Best Practice Conference - this is the contact center world's most highly rated event - a whopping 100% of delegates say they would recommend it!

100's of best practice tips and ideas from contact center professionals Read More...

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total =
session page-view-total =
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =