Beyond RFM Data
In the world of predictive analytics, the transaction data is the king of the hill. The master of the domain. The protector of the realm. Why? Because they are hands-down the most powerful predictors. If I may borrow the term that my mentor coined for our cooperative venture more than a decade ago (before anyone even uttered the word "Big Data"), "The past behavior is the best predictor of the future behavior." Indeed. Back then, we had built a platform that nowadays could easily have qualified as Big Data. The platform predicted people's future behaviors on a massive scale, and it worked really well, so I still stand by that statement.
How so? At the risk of sounding like a pompous mathematical smartypants (I'm really not), it is because people do not change that much, or if so, not so rapidly. Every move you make is on some predictive curve. What you been buying, clicking, browsing, smelling or coveting somehow leads to the next move. Well, not all the time. (Maybe you just like to "look" at pretty shoes?) But with enough data, we can calculate the probability with some confidence that you would be an outdoors type, or a golfer, or a relaxing type on a cruise ship, or a risk-averse investor, or a wine enthusiast, or into fashion, or a passionate gardener, or a sci-fi geek, or a professional wrestling fan. Beyond affinity scores listed here, we can predict future value of each customer or prospect and possible attrition points, as well. And behind all those predictive models (and I have seen countless algorithms), the leading predictors are mostly transaction data, if you are lucky enough to get your hands on them. In the age of ubiquitous data and at the dawn of the "Internet of Things," more marketers will be in that lucky group if they are diligent about data collection and refinement. Yes, in the near future, even a refrigerator will be able to order groceries, but don't forget that only the collection mechanism will be different there. We still have to collect, refine and analyze the transaction data.
Stephen H. Yu is a world-class database marketer. He has a proven track record in comprehensive strategic planning and tactical execution, effectively bridging the gap between the marketing and technology world with a balanced view obtained from more than 30 years of experience in best practices of database marketing. Currently, Yu is president and chief consultant at Willow Data Strategy. Previously, he was the head of analytics and insights at eClerx, and VP, Data Strategy & Analytics at Infogroup. Prior to that, Yu was the founding CTO of I-Behavior Inc., which pioneered the use of SKU-level behavioral data. “As a long-time data player with plenty of battle experiences, I would like to share my thoughts and knowledge that I obtained from being a bridge person between the marketing world and the technology world. In the end, data and analytics are just tools for decision-makers; let’s think about what we should be (or shouldn’t be) doing with them first. And the tools must be wielded properly to meet the goals, so let me share some useful tricks in database design, data refinement process and analytics.” Reach him at email@example.com.