House of the Customer | Using predictive analytics to make better decisions
Greg Kihlstrom
Helping F1000 Brands Prioritize & Act on MarTech, AI Adoption & MOps Decisions || Consultant, Advisor, Author & Speaker || MBA, Doctoral Candidate
Marketers and CX Professionals: Let's continue to build the MarTech stack to deliver personalized omnichannel CX.
?? Want to take this further? This is what I do: I work with organizations to evaluate platform investment decisions and operationalize martech and CX platforms. Contact me for more info and to talk about it .
Featured Article | 3 ways to use predictive analytics to make better decisions
TL;DR: Drive strategic decisions with predictive analytics, enhancing personalization, campaign optimization and lead scoring for better outcomes.
In the era of big data, businesses have recognized the value of collecting vast amounts of information about their customers, operations and market trends. But, many still struggle to transform this data into actionable insights. This is where predictive analytics comes into play.
Predictive analytics, a form of artificial intelligence, uses historical data and advanced algorithms to:
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While recent AI discussions often focus on generative AI, predictive modeling remains a powerful tool you should understand and use. This topic is so important that I wrote a book about it, “Priority is Prediction: Seven Principles to Guide Enterprises Toward Better Decisions and Greater Outcomes .” It explores how predictive capabilities significantly enhance business forecasting and strategic planning.
To better understand this, let’s explore three key ways predictive analytics drive strategic decision-making.
1. Anticipating customer behavior to drive personalization
Predictive analytics helps you analyze past customer behaviors to forecast future actions, allowing for personalized marketing campaigns that align with individual preferences.
An example of this is ecommerce marketers using predictive analytics to segment their audiences based on browsing and purchasing history, giving behavioral, contextual and conversion data to work with. They can build and deliver personalized email campaigns with product recommendations that align with customer interests using similar audiences or, in some cases, the same individuals.
Read the rest: This article was written by Greg Kihlstr?m for MarTech . Read the full article here .
?? Want to take this further? This is what I do: I work with organizations to evaluate platform investment decisions and operationalize martech and CX platforms. Contact me for more info and to talk about it .
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