European retailers outstrip US counterparts in big data predictive analytics

European retailers outstrip US counterparts in big data predictive analytics

But are not as good as Americans at linking customer data across channels

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Big data analytics adoption among European mid-market retailers is "more advanced" than their US 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 use of big data and predictive marketing analytics in day-to-day marketing.

The findings show that European retailers are not necessarily using predictive analytics as much as their American counterparts. However "their use is significantly more advanced", said AgilOne.

The survey found that fewer European retailers are using predictive models than those based in the US, but of those using them, European companies are "using them in more channels and in more ways" than US counterparts.

Most US-based retailers are only using predictive models for email, whereas half of European companies are also using predictive models for direct mail and call centres.

But when it comes to customer data management Europeans are behind in setting up central customer data warehouses, 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 customer data across channels to a single customer 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 US retailers could learn from some of the advanced predictive analytics methods European retailers are using today, and there is certainly room for the European market to grow in its use of big data marketing."

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