Using predictive modeling to plan your 2020 marketing strategy


Things could seem sluggish throughout these scorching summer time months, however fall might be right here in simply over eight weeks, adopted by the vacations, then a brand-new yr.

That makes now a superb time to start constructing a marketing strategy for 2020 utilizing knowledge gleaned from the primary two quarters of 2019. While the wealth of knowledge collected from your current marketing efforts can assist you perceive what’s labored previously, it gained’t essentially make it easier to predict what to do sooner or later.

That’s the place predictive modeling is available in. Predictive modeling makes use of historic knowledge and likelihood to forecast outcomes. Platforms like Keen Decision Systems present real-time analytics and knowledge modeling that assist entrepreneurs plan their subsequent steps based mostly on the whole buyer journey.

Content produced in collaboration with Keen Decision Systems.

Making good marketing selections

In a collaborative examine between ClickZ and Keen, 58% of entrepreneurs utilizing predictive modeling skilled a 10-25% uplift, whereas one other 19% noticed greater than a 50% uplift. 

Analytics and marketing platforms assist with the gathering, categorization and reporting of knowledge, however does this make it predictive? Nearly half of entrepreneurs surveyed answered “no” to this query.

Image Source: Keen/ClickZ

The downside is that whereas marketing campaign (and different) knowledge might be extraordinarily helpful for reporting and evaluation, it’s usually not used to present future route on how to optimize investments to drive development.

Data caught in a spreadsheet or static report isn’t actionable. This could make for sluggish or poor decision-making once you sit down to create subsequent yr’s marketing plan.

When embarking on subsequent yr’s planning, it’s clearly rather more precious to know what to do subsequent than merely to perceive what’s labored previously.

Why predictive modeling is healthier for planning than retroactive evaluation

For right now’s entrepreneurs, a very powerful downside to resolve is understanding the monetary output of their marketing investments, and having the ability to display these outputs in a quantifiable, predictable manner. 

Within that overarching objective, entrepreneurs ought to take a look at:

  • The buyer journey throughout channels, and the function particular play in conversion
  • Optimizing media investments, and understanding the incremental raise of every initiative
  • How to execute shortly and assess efficiency
Image Source: Keen/ClickZ

These wants aren’t being met by the present mannequin of retroactive evaluation, as evidenced by the truth that practically 80% of Keen/ClickZ survey respondents felt they’d missed alternatives due to sluggish or inaccurate choice making.

Traditional reporting strategies battle to present a deep understanding of all three enterprise wants as a result of they use linear-attribution approaches that may’t span all channels (e.g., on-line video vs. store-level programming). This tends to give most or all the credit score to last-click media channels reminiscent of search, in addition to to transactional actions with measurable short-term affect, each of which inform solely a part of the story.

Predictive modeling additionally helps with inventive optimization by taking a look at what frequent themes drive success throughout all media varieties.

Barriers to entry

More than 70% of respondents indicated they use analytics platforms to perceive marketing efficiency. Since analytics instruments are traditionally centered, they fail on the activity of dependable planning.

Two-thirds of survey respondents indicated they don’t use any type of predictive modeling in any respect. For those that do, sure industries stand out greater than others; particularly, know-how, healthcare, and communications/media.

At current, there’s a widespread lack of intent to put money into predictive modeling know-how amongst respondents, with the vast majority of corporations that don’t presently use modeling indicating they’re uncertain about utilizing it sooner or later (or aren’t planning on utilizing it in any respect).

The predominant barrier to utilization seems to be a insecurity amongst senior management groups, with simply 18% responding that predictive modeling is crucial proper now and about 33% indicating it is going to be important sooner or later.

Image Source: Keen/ClickZ

For modeling to be efficient it wants to combine knowledge from marketing, gross sales, product and finance groups. Yet, 74% of respondents indicated they haven’t built-in predictive modeling throughout all departments.

Companies want to apply cross-functional engagement throughout the whole group or the predictive worth of the information might be diminished.

Predictive modeling as an funding

For 80% of survey respondents, the principle promoting level for implementing predictive analytics is to enhance their ROI. Among corporations that presently put money into predictive modeling and observe their success, 58% noticed a 10-25% uplift in ROI and 19% noticed a greater than 50% uplift.

Companies that make the most of predictive modeling see an affect throughout a number of areas of the marketing ecosystem. It helps them perceive their target market higher (71%), optimize all touchpoints alongside the shopper journey (53%), and enhance inventive efficiency (44%).

Image Source: Keen/ClickZ

Predictive fashions make the most of quite a lot of knowledge units that transcend historic knowledge. Keen makes use of a base of statistical priors to mitigate knowledge high quality and layers in gross sales and monetary knowledge to decide future outcomes.

Predictive modeling additionally can assist companies synthesize the sheer quantity of knowledge, a key concern for respondents, with 38% indicating their present measurement options don’t assist the size of their knowledge. This can stop companies from making knowledgeable, well timed selections, which equates to misplaced alternative.

Since predictive modeling permits for real-time knowledge evaluation, companies can act swiftly utilizing present knowledge to assist plan future initiatives.

For extra details about predictive modeling and what it could possibly ship to your 2020 planning cycle, obtain ClickZ and Keen’s report “The what, why, and the way of predictive modeling — Do you really want one other piece of martech?



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