Big data analytics adoption among European mid-market retailers is "more advanced" than their U.S. counterparts.
AgilOne, the cloud-based predictive marketing company, has announced the results of a data-driven marketing survey, where 70 mid-market retail and ecommerce executives shared information about their U.S.e of big data and predictive marketing analytics in day-to-day marketing.
The findings show that European retailers are not necessarily U.S.ing predictive analytics as much as their American counterparts. However "their U.S.e is significantly more advanced", said AgilOne.
The survey found that fewer European retailers are U.S.ing predictive models than those based in the U.S., but of those U.S.ing them, European companies are "U.S.ing them in more channels and in more ways" than U.S. counterparts.
Most U.S.-based retailers are only U.S.ing predictive models for email, whereas half of European companies are also U.S.ing predictive models for direct mail and call centres.
But when it comes to cU.S.tomer data management Europeans are behind in setting up central cU.S.tomer data warehoU.S.es, with only 36 percent having done this, compared with 51 percent of American retailers. Although 27 percent of European retailers plan to build one in the next 12 months.
Europeans are also behind with regards to linking cU.S.tomer data across channels to a single cU.S.tomer ID, with only 36 percent doing this compared to 50 percent of American retailers. But 45 percent of European retailers plan on doing this in the next 12 months, showed the survey.
Omer Artun, CEO of AgilOne, said: "It seems U.S. retailers could learn from some of the advanced predictive analytics methods European retailers are U.S.ing today, and there is certainly room for the European market to grow in its U.S.e of big data marketing."
This story, "European Retailers Outstrip U.S. Counterparts in Big Data Predictive Analytics" was originally published by Computerworld UK.