What can I do with Watson Marketing Insights?
IBM®Watson™ Marketing Insights evaluates customer behavior by analyzing data that you provide about your customers. The analysis generates actionable insights that describe how your customers are likely to interact with your brand now and in the near future.
Understand how your customers will engage with you
Examine a wide range of engagement insights that identify which customers are engaged, highly engaged, or disengaged. See past trends and likely changes.
See who might be leaving
Insights that describe risk of leaving point out customers that you might lose. The risk of leaving is sometimes described as churn or attrition. Depending on the available data, you can also view insights that show the risk of leaving as it relates to other customer characteristics. Watson Marketing Insights prediction insights help you to spot the risk and respond in time to save the customer.
Insights that identify the risk of leaving are available only in the Standard edition.
What are your customers worth?
Insights that identify customer value enable you to distinguish high-value and low-value customers. Understanding the value of a group of customers can play an important role in how and when to reach out to them.
Insights and metrics that describe customer value are available only in the Standard edition.
Understand overall customer trends and relationships
Watson Marketing Insights provides an overview to help you understand in general terms how your customers are interacting with your brand. You can examine a variety of key metrics to describe how customers engage. The Standard edition goes further to provide overall metrics for customer value and risk of leaving. Advanced charting in both editions help you to understand previous customer behavior and see overall patterns of change.
Dive deep
You can examine any insight in detail to get a closer look at the individuals that the insight has identified. On any Insight details page, you can examine key metrics for the particular group and compare them to metrics for all your customers. What makes these people different? See other distinguishing attributes to spot characteristics that distinguish this group from the rest of your customers. Advanced charts illustrate relationships and trends specific to those individuals.
Take action
Act on the understanding that you get from the insights and reporting by creating segments. Segments create a list of individuals that share one or more characteristics. You can create a segment based on an insight to select the individuals that the insight has picked out. You can also create a segment from scratch based on one or more conditions that you pick yourself. Either way, you can publish the segment to Watson Campaign Automation where it becomes a contact list that you can use in various campaigns to reach the individuals contained in the segment.