What is customer intelligence and why do you need to collect it?

Companies have at their disposal an ever-growing amount of data concerning the personality, behavior, and even preferences of their customers. But this data not only allows them to get to know their customers better at the moment but also allows them to understand how they will act and react in the future: then it is a matter of predictive analysis.

Customer intelligence companies are becoming more widespread and, above all, very useful for customer relationships, so in this article we propose to learn more about the concept of predictive analysis, focusing especially on its goals, methods, and the methods that it includes.

What is predictive analytics?

Predictive analytics includes a wide range of methods that use statistics, machine learning, and data analysis to create models that predict future results based on historical and current data.

It differs from descriptive analysis, which is based on describing past events or behaviors, and from diagnostic analysis, which aims to understand why and how they occurred by projecting oneself into the future. The purpose of predictive analysis is to create predictive models, also known as “templates”, by using, in particular, data mining, that is, data exploration.

This type of analysis has been developed in connection with big data, which corresponds to a giant set of data collected using digital tools. The information obtained is cross-referenced and linked through common variables and is used to formulate hypotheses and probabilities of events that may occur in the future.

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Thus, predictive analysis is not an absolute truth, but it can allow you to detect certain trends in advance, as well as identify strategic risks and opportunities.

The importance of predictive analytics for business

As markets and customer expectations change very quickly, as well as competition intensifies, predictive analytics is a solution that has many business benefits and that plays an important role in several ways:

  • Improved strategic vision through a more nuanced understanding of markets. By anticipating changes in them, as well as changes in consumer behavior, companies can actively adjust their strategies, using identified opportunities and avoiding potential pitfalls.
  • Optimization of resources, and forecasts with the highest accuracy and probability, making it possible to better allocate investments of different types. For example, by predicting an increase in demand for a particular product, a company can adjust its production or inventory levels accordingly, avoiding potential costly surpluses or shortages.
  • Better risk management, and modeling of various future scenarios based on past and current data, which leads to a more equitable understanding of strategic mistakes that can and should be avoided.
  • Improving the quality of customer service by first understanding the needs and expectations of customers in order to ensure their full satisfaction and thus benefit from a higher level of loyalty.
  • Improving marketing efficiency by more accurately targeting customer segments that are most likely to respond positively to the actions being taken, which fully contributes to the return on investment.
  • Anticipating trends, which represents a real competitive advantage, allowing you to position yourself in your target market at the right time and effectively, as well as show consumers and customers that the company is in harmony with reality, society, and it’s time.

In short, the importance of predictive analytics lies in its ability to transform huge amounts of data into actionable ideas. It is a valuable indicator that guarantees the relevance of decisions and actions taken by companies, as well as their competitiveness.

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Data collection and preparation

The effectiveness and success of predictive analysis depend primarily on the quality of the data used. Before even thinking about implementing complex algorithms or best practices, it is necessary to make sure that the data on which the analytical work will focus is accurate, relevant, and well-structured.

Thus, the process of data collection and preparation consists of several key stages:

  • Data collection.
  • Data cleaning.
  • Data transformation.
  • Data integration.

Failure to carry out this preliminary work may lead to distortion of the results obtained and, consequently, the predictions made. Without high-quality data, even the most advanced and powerful algorithms will not be able to provide reliable information.


By correctly using the forecasts made and trends identified, as well as correctly assessing risks based on hypotheses put forward, companies can thus make the most effective use of predictive analysis, smoothing and constantly improving their strategies to maximize their potential relationship with customers.

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