Find Hidden Potential in Your Customer Base

Mirek Černý co-founded Futurelytics, where he is in charge of product development, and in this 2013 talk he explains why online stores shouldn't treat all customers the same. He shows how to build a predictive model from invoices, orders and behavioural data that segments customers by how they actually behave.

You'll learn which modelling process leads to results, which tools to use, from open-source R and Weka to IBM and SAS, and what to do with each segment, from VIP clients to those about to leave. Mirek adds an example from a Facebook game with product bundles and explains how to use your best customers as the seed for a Facebook Lookalike Audience.