Retail / eCom

European retailers outstrip US counterparts in big data predictive analytics

15th Jan `14, 05:45 AM in Retail / eCom

Big data analytics adoption among European mid-market retailers is “more advanced” than their US counterparts. AgilOne, the cloud-based…

BDMS
Guest Contributor
 

Big data analytics adoption among European mid-market retailers is “more advanced” than their US counterparts.

AgilOne, the cloud-based predictive marketing company, has announced the results of a data-driven marketing survey, where 70 mid-market retail and ecommerce executives shared information about their use of big data and predictive marketing analytics in day-to-day marketing.

The findings show that European retailers are not necessarily using predictive analytics as much as their American counterparts. However “their use is significantly more advanced”, said AgilOne.

The survey found that fewer European retailers are using predictive models than those based in the US, but of those using them, European companies are “using them in more channels and in more ways” than US counterparts.

Most US-based retailers are only using predictive models for email, whereas half of European companies are also using predictive models for direct mail and call centres.

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