The Importance of Predictive Analytics in the Era of Digital Marketing

Digital Marketing
Digital Marketing

Predictive analytics is not a new thing now in the digital marketing space. Predictive analytics tools analyzing tons of data and converting it into insights to help businesses maximize their revenue.

Do you know?

  • Over 5 quintillion bytes of data are created every single day
  • By 2020, it’s estimated that 7 MB of data will be created every second for every person on earth.


What is predictive analytics?

Advanced analytics tools collect data from millions of sources. These tools analyze the large set of data and convert it into useful insights for the businesses.

Predictive analytics functions work to predict future trends and give ideas is to how business should tweak their marketing plans and strategy according to these trends. Historical pattern identification and recommendation is the major function of it.

Source: AnalyticsVidhya

These predictive analytics based model follow advanced algorithms to capture the data from structured and unstructured data sources. These algorithms are powered by artificial intelligence, machine learning, data mining, data modelling and statistical analysis.


Why insightful data is important for digital marketing campaigns?

The more I learn the crucks of the digital marketing landscape, the better I able to understand the importance of data these days. Today a million companies running billions of marketing campaigns. But how many of them are successfully driving the campaigns? A few!

The problem is planning the campaign!

Most of the campaigns are based on the raw data or some 3rd party survey and insights. I always say the campaign planning is a very essential part of digital marketing. All the campaigns should be data-driven and well-researched.

When you know your audience’s behaviour, intent, interest, and presence, you would be able to design better campaigns. That is why insightful data plays a major role in your campaign success.


How predictive analytics is coming into the picture of digital marketing?

Predictive analytics technology and tools are emerging in the digital marketing space and changing the way marketers using the campaigns and audience data.

This is also one of the hottest digital marketing trends to watch out for.

With predictive analytics based tools, you are now able to make better decisions with the help of AI-enabled algorithms. These algorithms analyze your consumer behaviour and share the insights with you to take the right actions at the right time.

  • Do you know which campaign can perform best?
  • What kind of content you should trigger?
  • What kind of interest your audience is showing towards your products and brands?

Yes, AI-driven predictive analytics tools are solving all of these challenges and making marketers’ life easy.

The predictive analytics model works on analyzing historical data of your consumers and define the trends accordingly.

The algorithm understands the audience’s behaviour and keeps optimizing the campaigns based on the audience’s interest in your campaigns.


What are the benefits of using predictive analytics tools for digital marketing campaign planning?

Everyone wants the best ROI and revenue for their businesses.

The latest technologies like AI, ML, predictive analytics, deep learning, and more going to drive all the digital marketing operations going forward.

The firms should adopt advanced analytics technology and tools early to get competitive advantages.

Here are the areas which you can improvise quickly improvise to improve your ROI:


Better content distribution based on the audience interaction

Usually, we create content which is one-fit-for-all at the top of the funnel. But it doesn’t work when you are looking to acquire the customers. For that, you need some level of customization. That is when predictive analytic help you, it created the right content recommendations for the audience based on their past interaction with the content. These tools help you define:

  1. Whom should we target?
  2. When to target these people?
  3. Where we should target them, on which channel?
  4. What type of content to trigger to the audience?

It uses the large set of data to recommend the content to the audience based on the demographic data, firmographic data, psychographic data, geographic data etc.

Predictive analytics tool like Kapost’s does amazing content scoring to increase the effectiveness of your content.


Lead management, nurturing, upselling, cross-selling based on their historical behaviour

Lead management means handling a lead you received from various marketing campaigns and nurture to convert them into a customer.

  • Lead scoring & nurturing: Predictive analytics tools score the leads on various parameters such as how many touchpoints they had with business before filling up the form on the site, in which consumer journey phase they fall into. Based on that they generate insights on the readiness of the leads for conversion.
  • Segmentation and targeting: Leads falls into a various category based on their interaction with the business, based on that these leads should be categorized. Predictive analytics tools help you create the well planned digital marketing campaigns to target the right leads with the right channel at the right time when they are ready for purchase.
  • Upselling & crossselling: What your customers might be interested in based on their buying pattern? What kind of product they will purchase to add-on their existing setup? All these insights can be generated by a predictive analytics tool to help you find the right product to upsell to the existing customer base.

Predictive analytics tool like Lattice help you in effective lead management and achieve a predictive conversion rate and acquire new customers.


Marketing campaign planning and optimization for better results

Predictive analytics mechanism helps you plan better digital marketing campaigns and reduce the risk of campaign failure.

Why? Because all the campaigns are designed and planned based on historical data and insights.

It helps you define the right campaign strategy and best suited messaging based on consumer behaviours with the previous campaigns.

For example, eCommerce leader like Amazon also plan their digital marketing campaigns based on the data-driven insights and hence they see significant ROI.


User data analytics for campaign strategy planning

Users data is the key or input helps the predictive analytics algorithm to work for your business.

  • How users are interacting with your business?
  • What kind of content they’re consuming on your website?
  • Which webpages are not performing for your business?
  • What content is driving a higher bounce rate?

All these crucial queries can be answered by predictive analysis tools and their marketing intelligence algorithms.

Most of the data today is raw or just a set of alphanumeric characters. These analytics and intelligence tools collect this raw information and turn it into a useful recommendation engine to double your ROI.


How to start with predictive analytics?

You must have a business objective and goal to achieve with predictive analytics ensure to enable your digital marketing campaign success.

The clear goal must be defined first.

Start with building small models to test with predictive analysis for your digital marketing, such as running the advertising campaigns for the content which has the highest audience engagement. See how people interact with this content now. It is still performing? If not, what changes you should make in it for the content success?

Collect the data, keep learning from the insights based on user interactions with the campaigns you are running. Implement the small changes and keep optimizing the campaigns based on the predictive analysis model you are testing.

You can test some set of queries like

  • Which types of activities driving better results?
  • What types of buttons are getting a higher number of clicks?
  • Which type of device is driving better leads?
  • What features of the website is contributing most in audience engagement?

Some amazing tools like Adobe Analytics, MixPanel, Google Analytics, Firebase, AppAnnie are making digital marketer and advertiser life easy by providing some high-level insights for the betterment of the marketing campaigns.


Data inputs for your predictive analytics tools

You can connect your data sources to your predictive analytics tools like

  • Email marketing campaign data
  • Advertising campaign data
  • Social media analytics data
  • Website analytics data
  • CRM data

The more data you provide the better insights you will receive; more relevant audience you will get.



Predictive analytics technology is transformed the whole process we were following for digital marketing. From audience interaction with your brand to churn rate optimization predictive analytics is a great model to help your business.

These AI and ML-powered tools are generating tons are useful insights and driving success to the early adopters. The businesses which are not leveraging these technologies are more likely to see a lower growth rate in long-run.

Author bio:

Richa Pathak is Founder & Editor at SEM Updates – The Digital Marketing Magazine. She is an emerging digital marketing influencer, a creative consultant & a corporate trainer. With a decade of experience in working with B2C & B2B brands across the globe, she is also a featured author in top-10 marketing magazines globally. She offers various consulting, training, & mentorship programs to share her knowledge.

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