5 Ways to Use Predictive Analytics for Marketing Success

Sure, you’re collecting a lot of customer data, but are you using it to predict future outcomes? It’s time to focus on predictive – even prescriptive – power of your data.  It can give you the ability create much more effective marketing across any number of different use cases.  Here are just 5 ways you can use predictive analytics for marketing success:

1. Use Predictive Analytics to Improve Customer Intelligence

Your marketing database doesn’t contain all there is to know about your customers. Use a predictive analytics platform to join customer data from across your organization – marketing, sales, finance, tech support, and product to get an all-around picture of the customer.

2. Use Predictive Analytics to Profile Your Best Customers

Once you can access all your various data sources, use your predictive analytics platform to create profiles of your best customers. What journey do they take? How do they become loyal customers? Did they participate in a product trial, what marketing efforts did they respond to, what were the reasons they purchased the product, and so forth. Predictive analytics can determine which of these attributes combine and correlate to turn a prospect into a customer. Once you have this profile, it’s time to use it to your advantage – predict what your prospects and customers want, need, and what they’re likely to do next.

3. Use Predictive Analytics to Deliver Higher Quality Prospects to Sales

To up your high-velocity sales game, create a predictive model that will score your leads. Once you profile your best customers and are collecting data on your prospects’ activities, you can then predict each prospect’s propensity to buy. Focus your sales team on leads that have a higher likelihood to convert. At RapidMiner, we’ve put our own predictive lead-scoring model in place – learn more in this live webcast on August 25th.

4. Use Predictive Analytics to Create More Impactful Marketing Campaigns

Once you understand the customer’s journey on their path to buy, it’s time to use predictive analytics to determine the ‘next best action’ to indicate the best offer or communication to send to a given prospect — or customer, in the case of upsell/cross-sell opportunities. When you operationalize predictive models into your business applications, you can create personalized, automated responses to each prospect.

5. Use Predictive Analytics to Reduce Churn and Optimize Loyalty

It costs more to acquire new customer than it does to keep the ones you have. Just as you can create profiles of your best customers, you can also use predictive analytics helps you to identify customers with high attrition risk.  Once you are empowered with this insight, you can use it to take proactive action to retain them.

Showing 2 comments
  • Antal Sofalvy

    This is a great summary for thinking about increasing marketing and sales effectiveness with predictive analytics.

    Predictive and prescriptive marketing analytics solutions can be utilized at almost any company at any scale: with RapidMiner data savvy analysts can build flexible predictive marketing solutions very fast. The ROI is immediate and operationalize the outcome with RapidMiner is extremely easy.

    A basic plan: qualified leads generated – what’s next? The prescriptive journey can continue with message optimization: what would be the most engaging content / pitch to that particular Customer? This can be determined with another predictive process and then with Rapidminer one can combine the results literally within seconds. Automatic process schedule ensures the always updated results to keep the outcome up-to-date. Of course there are literally hundreds of other proven ways to move forward – endless opportunities for prediction lovers.

    Beyond the immediate, measurable Marketing ROI the process can be easily explained to other stakeholders creating enterprise engagement and involvement – this is the crucial step to move forward with any prescriptive journey.


  • Laurie

    It is of the benefit for any company to analyze their data in different ways. Whether it is just seeing how things have been trending or trying to predict future outcomes. Great information, thanks for sharing!