Advanced Analytics is a wide set of techniques for extracting business knowledge by analyzing business data. The scope is to provide support to Marketing, Sales, and Customer Relations. Companies invest in maintaining & updating large volumes of business information in electronic databases: Transactions, Suppliers, Customers, Supply Chain data. PRIMARY analyzes this information using Advanced Analytics in order to extract significant business knowledge. Indicatively, Advanced Analytics produce business knowledge about demand (forecast, trends, seasonality, etc.), sales patterns, associations that lead to cross-selling / up-selling, customer segmentation, evaluation of promotional actions, etc. as well as ad-hoc business knowledge per case & per specific company nature.
Critical business questions can be answered by Advanced Analytics such as: How is demand associated to time & product / service type? Which associations exist between different products / services? Who are my customers? What is the impact of my promotional actions?
The immediate tangible benefits from the answers result to improved cross-selling / up-selling strategies, optimized promotional campaigns, correct customers / prospects identification and targeting, etc.