Glenn Gow

CEO of Crimson Marketing

Glenn Gow, CEO of Crimson Marketing, founded the firm in 1991. Under his leadership, Crimson became one of the fastest-growing companies in the U.S., achieving “Inc. 500″ status in the process. Glenn oversees the work of Crimson’s teams and is focused on achieving Extreme Client Satisfaction for Crimson’s clients.

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Topic:
  • data
  • sales

Predictive analytics will be hot

Predictive analytics is about taking the information you already have about your customers and determining which characteristics make them great customers. And then combining that with third-party data – data that is rich in insights about the customers you have and the customers you want to have, so you know what’s important to them and how to appeal to them.

I’ll give you an example: Staples – the office supply company – has a B2B group focused on small businesses. A few years ago, they would call into their market (a small
company) and say; “Hey, this is Staples, do you need anything this week?” And that person would say; “No, I’m fine.”

Now when Staples calls, they say something like “Hey, I know you’re hiring new people. You’re going to hire 4 people, so you ought to buy some desks and chairs now because it’ll take a couple of weeks to deliver. And, by the way, I noticed you’re opening a new office. We can help you with signage, getting a printer in there, and stationary, and filling up the supply closet.” Now what happens is that people buy from Staples things they didn’t even know that they needed.

These are simple examples of predictive analytics where rich information enables you to predict what will appeal to a prospect.

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