- Words: 4360
- Length: 16 Pages
- Topic: Business
- Paper #: 34057851
As Christopher Hosford (2009) best put it, "to marketers, lists are still important but the uses to which they are put seem to be in transition."
With the aid of predictive analytics, marketing activities make a transition from the simple identification and attraction of customers, to more complex endeavors of customer loyalty and retention, generation of sustainable revenues as well as other elements of marketing ROI (return on investment). This