Customer analytics refers to the process of using data to identify patterns and trends in customer behavior. This information can then be used to make marketing decisions that improve customer acquisition and retention rates.

Several different techniques can be used for customer analytics, including general data mining methods, specific marketing models (such as churn analysis) and marketing mix modeling. The choice of technique will depend on the type of data available and the marketing questions being asked.

Customer analytics can provide insights on topics such as which marketing channels are most effective at acquiring new customers, what kind of messaging is most likely to lead to a purchase, or which customers are at risk of churning. By understanding these patterns, businesses can make more informed decisions about their marketing efforts.

Customer analytics is a growing field, as businesses increasingly recognize the value of data-driven decision-making. The advent of big data has made it possible to collect and analyze large amounts of customer data, leading to new insights into customer behavior. Additionally, advances in machine learning and artificial intelligence are providing new ways to automatically identify patterns in data.

As businesses continue to collect more data on their customers, customer analytics will become an increasingly important tool for marketing decision-making.