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By Arnd HEßELER, Matthias EWALD, Alexander PANKRATOV and Mattias RUNTE, zeb consulting*
In today's increasingly competitive corporate banking business, predictive analytics is indispensable for sales success in order to use all available sales resources as efficiently as possible. Especially in the “volume business”, which according to the zeb.wallet model accounts for about 30 percent of all commercial market potentials, efficient approaches are required to avoid high wastage and to generate revenues.
Within the scope of this article we define predictive sales analytics as the analysis of all customer and behavioral data to predict sales-relevant results, e.g. to identify increased willingness to buy...
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