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Didier Gaultier
Director of the Datamining Business Unit Department at Coheris, and Professor of predictive marketing at EPF.
Coheris is a leading French Software Vendor for Customer Relations Management, Analytical Management and Predictive Analysis.
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Predictive marketing
By Didier Gaultier, Head of Coheris Datamining Business Unit
Even though it is largely used, the expression “predictive marketing” is quite restrictive because the best practices in B2C or B2B marketing leverage what we can call “descriptive data mining”. Descriptive data mining includes the fact of doing surveys, polls, descriptive analysis of the marketing databases, segmentations and clustering, with all the subsequent interpretations about the client’s behavior that this can imply.
Read the article.
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The 10 key points of predictive marketing
By Didier Gaultier, Head of Coheris Datamining Business Unit
The success of a predictive marketing project relies on a rigorous process. Here are 10 steps to ensure the effectiveness and success of your project.. Read the article.
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