Also known as predictive logic, predictive analysis is a statistical technique that exploits historical and current data to create predictions about future events using Machine Learning. The aim? Anticipate trends, but also identify risks and opportunities to improve internal strategy and make the right decisions. Predictive analysis has been used for several years by a wide range of companies, and offers significant benefits for different business sectors. How does this tool fit into the development of marketing campaigns?
From the definition of customer needs to the decision-making process, predictive analysis is an invaluable tool for better targeting actions.
Whether past or present, the data collected on customers enables us to track changes in their behavior in real time. Based on artificial intelligence, Machine Learning helps you to exploit this data and create personalized content and messages, in line with your customers’ expectations and needs. This data also helps define the ideal timing for launching a marketing campaign, as well as determining the right moment to call the customer, with the right offer and using the right channel.
Thanks to the anticipation capabilities of predictive analytics, it’s easier to offer solutions tailored to each profile even before the recipient expresses or feels this expectation. This gives you strategic leverage to attract and convert the most interesting prospects, as well as to retain existing customers and rekindle their interest in your products and services.
The accurate and detailed data collected enables you to implement more targeted actions and campaigns. Predictive analytics thus helps to limit risks detected upstream and, as a result, helps you make more informed and effective decisions. This saves you considerable time and money.
There are a number of tools available for collecting reliable data, either in the past or in real time. These will enable you to integrate predictive analysis into your marketing campaigns.
Purchase probability, activity on a site or application: the Google Analytics platform provides you with detailed reports based on data collected on your website, thanks to Google’s expertise in Machine Learning techniques.
A Customer Data Platform (CDP) collects customer data from different sources, such as call centers, transactions or online interactions. This data is then centralized to create customer profiles which, in the context of predictive CDP, enable us to anticipate future consumer behavior.
The software used within a customer service department gathers a wealth of data obtained from the history of interactions across all channels. It’s a rich source of information that will help you optimize your campaigns and enhance your customers’ experience.
By using the right tools for your business, you’ll benefit from all the advantages of predictive analytics and boost your sales.
