Looking at insights

In Watson™ Marketing Insights, insights are observations based on analysis of customer data that you imported. Each insight identifies a specific group of customers that share one or more particular characteristics.

Watson Marketing Insights generates two types of insights:

• Current snapshots

  Specific patterns of previous or current customer behavior or status that you can act upon. For example, the portion of your customer base that is currently below average value yet remains highly engaged. This is a great opportunity to upsell these people with a compelling and targeted offer.

• Predictions

  Analysis of one or more customer attributes and trends that forecast likely changes in the behavior of a specific group of customers. A prediction that identifies a portion of your high-value customers that are at a high risk of leaving is a strong call to action. This type of prediction insight gives you a quick way to make a targeted response, before it is too late.

If you purchase a license for the Essentials edition, you can see insights that describe various aspects of customer engagement.

If you purchase a license for the Standard edition, you can see insights that describe customer engagement, the risk of certain customers leaving your brand altogether, and estimates of the value of selected customers over time.