predictive analytics

Attitudes to predictive marketing changing, but silos & skills still pose challenge

Predictive marketing has grown in maturity over the past couple of years, with many more organisations recognising the benefits of using data to predict how customers might behave in future.

Econsultancy’s ‘Embracing Predictive Marketing’ report, the third in this series, suggests that there has been significant progress made within organisations, largely due to a shift in attitude towards building a data-driven culture. 

The virtues of re-engaging dormant customers

Companies spend a huge amount of time and money on customer acquisition.

And why shouldn’t they? After all, growing a business significantly is usually best accomplished by growing the number of people who pay for its products and services.

analytics

Analytics approaches every marketer should know #3: Predictive analytics

According to many of today’s advocates for data-driven organisations, predictive analytics sounds the most exciting. It apparently lets us ‘predict the future using data from the past’.

While being able to see the future sounds great, the reality of predictive analytics is a bit more mundane. It does, however, still have the potential to make real business impact in the present.

How Argos models PPC on TV, weather & seasonality

When PPC is as important as it is for Argos, understanding how external factors impact on conversion and spend is vital.

Argos’ paid search agency Summit won a Masters of Marketing award in 2015 for doing just that, optimising bidding for the retailer in reaction to competitor TV ads, weather and seasonality.

Let’s look at the what made this a winning campaign…

How to use historic data to predict marketing campaign outcomes

One of the best ways to determine what will happen in the future is to look at the past.

In today’s big data-driven world, we have the ability to access and use information on how customers are interacting with our websites and social media networks. 

But if we’re capturing this information without knowing how to use it, it’s of no use.

Why your sales team should be making more use of analytics

Just as digital technologies have improved the array of customer data available to marketers, sale teams have also benefited from advances in analytics technology.

It’s now possible to get a detailed view of potential customers, their previous interactions with your company and what they’re interested in, before the sales team even make contact.

Predictive marketing: a new dimension?

At Econsultancy we do a number of events and research focused on B2B marketing. Indeed the upcoming Festival of Marketing has a whole stage dedicated to it.

A recurring theme is the relationship between sales and marketing.

In most B2B organisations, sales is still the dominant function. We often hear that sales and marketing should work more closely to together, focus on the whole customer journey, establish agreed processes, terminology and definitions (what exactly do we mean by a ‘sales qualified lead’?), hand off points and so on.