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Digital News Asia: Cognizant’s APAC Head Says Predictive Analytics can Help Businesses Keep Consumers Engaged with Their Brand for a Lifetime

“It takes a unique kind of analytics to reveal behavioural realities and ensure optimal outcomes,” writes Jayajyoti Sengupta. “For businesses, a robust understanding of consumers’ preferences and habits can go a long way in building meaningful and long-lasting relationships with them.” Excerpts:

“Increasingly, every action consumers take ― be it clicks, swipes, comments and posts ― helps businesses to generate a unique virtual identity for each person. This forms a halo of code ― a “virtual self” that surrounds each one of us. The data that accumulates around people, devices, and organizations can be very powerful and rich with meaning and insight.

The powerful combination of halo data and predictive analytics enables businesses to better understand each consumer and to create new consumer intimacy and immediacy models.

Indeed, the best predictive analytics solutions can help shape and personalize product messages by decoding personal halos to such a fine level that they can anticipate shopping patterns by cross-tabbing participants in a hashtag campaign with product purchases.

Predictive analytics can help businesses build and sustain long-term consumer relationships, and more importantly, keep them engaged with their brand for a lifetime. Change how you engage with consumers. Stop working in silos. Manage the brand and relationships together. Deploy a predictive marketing analytics engine.

The power of predictive analytics tools today and unprecedented access to consumer data mean that businesses can begin to create lasting one-to-one relationships with consumers for sustainable future.”

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