How business intelligence tools could give marketers the edge they need

Traditional business tools could soon be giving marketers an edge, as a couple of developments took place this week to bring it one step closer to reality. These developments involve using machine learning to predict customer satisfaction, and a new cloud-based business intelligence (BI) service that can be used to offer on-the-fly analytics without involving the entire IT department. For one, Zendesk claims a new tool called “Satisfaction Prediction” can help companies catch potential customer-service problems before they happen. Under the hood, the tool uses machine learning to parse through historical customer-interaction data – and the customer rating at that time Customer signals from a new service call is then analyzed against this historical data to generate a score that predicts the most likely outcome. This score allows agents and…


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