When it comes to acquiring, engaging and retaining the desired audience segment, businesses constantly faced with neck-to-neck competition in a dynamic consumer behaviour landscape. Technological advancement is reaching heights in this predominantly digital era and a major chunk of the progress can be attributed to Artificial Intelligence (AI). Marketers can leverage the unprecedented power of machine learning to craft converting campaigns that boost the Return On Investment (ROI).
AI-driven marketing tools automate marketing process eliminating repetition and monotony, allowing teams to focus their attention tasks of higher importance. From audience segmentation and content creation to hyper-personalization, optimization and strategizing based on predictive analytics, artificial intelligence cuts labour costs, improves efficiency and save a ton of time.
What Is Predictive Analytics?
Predictive Analytics is a branch of ‘Artificial Intelligence’ that gathers and analyses historical data and provides insights which help forecast the customer behaviour, optimize marketing strategies. This helps marketers gain insight into the potential future market trends, understand how consumers interact with their products/services and identify the most successful marketing channels which maximize the ROI.
Gone are the days when marketers used to rely on their gut instincts to formulate strategies. Predictive analytics deploy artificial intelligence, machine learning, data mining and data modelling techniques which reduce company expenses by assisting in proper allocation of resources.
Customer lifetime value, which is a crucial metric for businesses, refers to the total income that a customer is expected to generate for them over the entire period of their relationship. The prediction of the future value of a consumer based on a thorough analysis of their past behaviours and actions, businesses can make informed decisions pertaining to acquisition, retention and marketing. Predictive AI helps in identifying the high-value customers for a business and formulate marketing strategies that cater to their needs. Mentioned below are some of the major ways in which using predictive AI helps foster customer loyalty and increase customer lifetime value (LTV).
- Customer Behaviour Analysis:
AI and machine learning help understand how consumers interact with a business which helps in segmenting the audience accurately. Consequently, predicting the behavior of particular segments and creating marketing campaigns tailoring to their specific requirements proves effective in establishing long-term relationship with customers by enhancing user experience.
2. Predictive Modelling
This analyses past customer behaviour and predict their future behaviour. It helps identify the customers with high LTV, based on which businesses can design their marketing and retention strategies.
3. Personalization
AI algorithms analyse huge chunks of customer data to determine consumer preferences and draft marketing messages in a hyper personalized manner. This boosts customer satisfaction and loyalty which subsequently increases their LTV.
4. Resource Optimization
By using predictive analytics, businesses may choose the best time for their marketing initiatives and save money by not wasting resources when there is little demand for the items. Additionally, this kind of analytics enables companies to select the most effective advertising channels.
5. Churn Prediction
Predictive AI helps in identifying the customers who are at a risk of leaving a service or quit buying a product based upon their past interaction with the business. This metric is extremely significant for businesses since the cost of acquiring new customers is higher than retaining the existing ones. Once this segment is identified, businesses can launch campaigns that are targeted to meet their preferences instead of wasting money on inefficient advertising campaigns.
Conclusion
Utilising predictive analytics helps in the development of efficient advertising strategies, acquire high quality leads, nurture them and drive conversions. Marketers implement AI to analyse the steps of customer journey and identify the touchpoints that need to be catered to using the right channels. Proper understanding of the history of previous purchases, companies. Predictive AI also helps in the identification of the right KPIs to help optimise marketing campaigns. It also helps improve the upselling and cross-selling rate through a proper analysis of past interactions and previous purchases.
Authored by Delphin Varghese, Co-founder & chief business officer, Adcounty Media
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