Executive Summary
Predictive analytics can help marketers intervene with customers before problems even arise. Consider the example of someone who buys a smartphone, but returns it within the 30-day window because he can’t figure out how to use it. A non-negligible percentage of smartphone buyers do just that, and it’s costly for retailers. But a predictive model can help marketers figure out which customers are most at risk for that kind of behavior, and intervene before they decide to return their purchase — for example, by having a customer service agent call them a…
