Data & Targeting
Predictive Intelligence is one of the capabilities that marketers must have
The value of experiences is increasing. Consumer behaviour has fundamentally changed, it’s now digital and mobile- centric.
UX design, technology and content have come to surface as central pillars that facilitate a brands ability to connect and enhance the CX.
Simply using historical / purchase history data to make decisions about any users new digital experiences is going to be less and less effective. It’s like driving a car forward, but only looking in the rear view mirror. We’re now in a world where your customer’s expectations and their online behaviour’s have mostly out-innovated and out-executed you and your competition in the digital domain.
Predictive intelligence is now one of the top capabilities that marketers must have. And, with good reason: the ability to know the next action of an individual customer is gold, quite literally, as this is knowledge that can translate directly into revenue.
However, the most significant pitfall for any marketer using predictive intelligence is when it comes to actually using that insight to engage their customers. How do they apply it?
The most common barrier to success usually comes from having multiple data flows and disparate systems for housing customer data (CRM), making predictions (using Intelligent Agents) and creating messaging or driving engagement (Content Planning & Execution).
In a nutshell, when the left hand doesn’t know what the right hand is doing, or you have multiple agencies all competing against one another to try deliver a single result.
By having one agency partner manage more of your components, end to end, you can largely eliminate these issues.
But that agency must have the skills and experience necessary to deliver.