“We live in a world of 7 billion ‘me’s,” Forrester analyst Mike Gualtieri wrote in the report titled, Predictive Apps Are The Next Big Thing In Customer Engagement. “Customers increasingly expect and deserve to have a personal relationship with the hundreds of firms in their lives. Companies that continuously ratchet up individualization will succeed. Those that don’t will increasingly become strangers to their customers.”
Modern consumers want engaging brand experiences that are tailored to their individual needs. Tolerance for the “spray and pray” marketing campaigns of yore is practically non-existent. A few years ago, an SUV shopper who received an email promotion for a minivan would just delete the message.
Today, that same prospect will still delete the email – and then post something on Facebook about how your dealership wasted her time with an irrelevant email – and probably decide to buy their SUV elsewhere.
Predictive analytics employ a variety of techniques from statistics, modeling, and data mining to analyze current and historical customer data to develop models that predict likely preferences, future events, and next actions.
Are you prepared to market to the modern customer?
Learn more about how Outsell BuyerScout™ detects when your customers are getting ready to buy.