The tools used
The tools used for predictive marketing are computer programs and platforms capable of storing large amounts of data and analyzing it. The solution can be an integral part of your CRM or independent of the rest of your company's tools.
The software and solutions used to collect and analyze consumer data are primarily Customer Data Platforms (CDPs).
CDPs allow you to unify all personal data (contact details, consents, transactions, cookies, etc.) of customers and prospects and thus optimize commercial and marketing actions. These predictive analysis tools are made up of several functionalities, including:
Datasmart
Machine learning
and Predictive Targeting .
Data collection must respect the privacy of Internet users . Companies indonesia whatsapp shopping data must adopt appropriate processing solutions and GDPR-certified software .
What are the challenges of predictive marketing?
Data collection and analysis have become a real performance driver for companies. 90% of global leaders have become aware of the importance of data since the start of the pandemic (Kiss the Bride, 2020). The challenges and benefits of predictive marketing have therefore never been so widely recognised.
Predictive systems offer the following advantages:
Strengthen the relationship with the client
By developing your customer knowledge , you can significantly improve the relevance and success of your marketing strategies , particularly relationship marketing. You can offer them deals and discounts that match their expectations, your exchanges are more personalized and your recommendations are perfectly tailored .
Improve the consumer purchasing journey
You can improve your customers ' shopping journey and consumer experience by offering them tailored deals that are most likely to interest them.
Predictive marketing also gives you the opportunity to automate certain tasks through marketing automation (such as event reminders, birthdays, etc.), to encourage greater personalization and contact.