Marketing is all about acquiring new customers and then trying to keep them. In just ten years, Google has become the giant we know by applying mathematics to customer acquisition. Until recently, customer retention, a harder task, hasn’t had the benefit of mathematical tools. But now the rules of the retention game are changing and a new science, Mathematical Marketing, is emerging. Mathematical marketing is the extended process, including testing and what-if modeling, of marketing to existing customers based on a scientific understanding of how their past behavior predicts their future purchases.

While marketing in the past has focused on ‘selling product,’ Mathematical Marketing focuses on customer needs. Demographics are important, but customers vote with their wallets not their zip codes. By analyzing their past buying behavior it’s now possible to predict what they will buy in the future, when they’ll buy, how to broaden their market baskets, and how to determine who is at risk of defection. The benefits are obvious – and available to anyone ready to follow new rules to match the new techniques.

This seminar will show you how to use these new techniques, how to change your practices to take advantage of their power, and how using them will increase revenue and response rates and improve your return on marketing dollars. You will learn how to predict which customers are likely to buy in the near future, what they are likely to buy, and which customers are at risk of defection. Now any business can afford to use powerful mathematics, previously only accessible by large enterprises, to gain competitive advantage.