Ned Kumar

NK Consulting

Ned Kumar has over fifteen years of experience in customer analytics and strategy, with expertise in both online and offline channels. He currently serves as a Strategist and as a corporate advisor for search optimization, interactive marketing and multi-channel analytics. His current interests and engagements include collaborative thinking, social networks, social crm, and innovation.

Questions I have always wanted to ask – About Predictive Analytics

2 comments 4,225 reads

Posted on 2010-04-24

A couple of weeks ago I was at the eMetrics Marketing Optimization Summit in Toronto and participated on a panel on Predictive Analytics. After the panel, quite a few in the audience asked me questions on how to get started with predictive analytics, which tool to use, where is it useful and a bunch of other questions. I thought I will write a post based on those conversations which will serve to share my views on the topic and also as a reference to those starting in this field. This is not a technical or statistical write-up; rather, it is a general overview of the topic and some of the benefits that can be derived from it.

Q1. What is predictive analytics? Why should I use predictive analytics?

While one can get a number of variations on the definition of predictive analytics, from a digital marketing or business perspective it comes down to one key component – customer behavior. In simple terms, ...

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To SCRM or not to SCRM – that is the question?

6 comments 2,780 reads

Posted on 2010-03-30

A few days ago, I posted my views on Mitch Lieberman's post (http://bit.ly/alRW16 ) on SCRM and traditional CRM. Today, I read an excellent piece by Paul Greenberg (http://bit.ly/cmOrX3 ) about what else - the same topic and so wanted to reiterate and expand on some of the things I said there.

(On one hand I am bemoaning the day when we coined the term SCRM – instead of just leaving it as CRM. Do we have ‘traditional customer experience’ and ‘social customer experience’ broken out? Of course not. Anyway, since we well into the world of Social CRM, I am trying to visualize it as best as I can on the basis of my experience).

First off, I would like to make a clear distinction about one aspect. Paul mentions in his article, "Social media doesn't have to be included in programs for customer engagement". I completely agree with this statement....

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