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Predictive Analytics as a marketing tool
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86 b
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Predictive analytics is a computer system that consists of both software and hardware, and is made to study the behaviour of every client using the product in one way or another. Behaviour is recorded and stored on the servers, then is passed through the filters to get rid of the information that is ether false or misleading. In the next stage information is mined to get just the one that can be important. Then all the data is compared with the other information and system starts to identify similarities in pattern of behaviour among different users and will place them under different types. What is important is that, human eye would never be able to see or identify how some events can be triggers for guest behaviour. This system by using sophisticated analytics can perform all these things and even more. On the last stage of modelling these user types will be polished and clearly identified on order for them to cover all customer types. Then this information is stored so it will be easily accessible by the employees or will be formatted and passed to the Customer Relationship Management software.
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