Predictive analytics is a rising art being employed by the forerunners of business today, giving industry leaders information on the performance of products and posts before publishing. Saving money, time and – in many cases – face, it can also be used to improve social performance through, “dynamic buyer personas, keywords contextualised about topics and segments, and ads impact prediction.”
But how? Let’s take a little look…
The use of predictive analytics
Perhaps the most primary use of predictive analytics is to extract value from all the data that your business is collecting from all of its channels.
Ester Liquori, CEO at You Are My Guide, suggests thinking of it like Lego bricks,
If bricks are coming from different packs, you have to figure out what to do with them. You will have so many options that you stay puzzled, and you will go ahead by uncertain procedures. This means you are going to spend a lot of time on pieces recognition, mounting, dismounting, trying again.
However, what if they are organised in packs by theme? You know that they are part of a defined shape. Sure, you need to test, but you already know that all the pieces are part of what you want to build.
In this case predictive analytics can be employed to organise the data thematically based on previous actions.
How it gets social
Social media channels are a cacophonous mess of thoughts, feelings and facts. Well, maybe not so many facts. Either way, sifting through constant updates and staying on the edge of conversations is an impossible task, as is separating the fact from the fiction. But with machine learning data can now be sorted into groups based on parameters set automatically by artificial intelligence.
This leads to the creation of dynamic buyer personas. Pooling information on social data means you will have up-to-date profiles perfectly primed for personalised marketing campaigns. Without having to constantly create buyer personas, marketers will be free to focus on the all important creative elements that make a campaign successful.
With a better overview of search and social data you can start to actually contextualise your important keywords. That is, understand why customers are using them – not just what the words are. This better positions you to create copy that captivates your consumers.
Being able to prioritise and segment content and customer data into easy to read chunks, you can make your marketing smarter and cost-effective. Win-win in our book.