It is safe to say that most marketers have reached a consensus on a critical aspect of marketing1 today-if there is anything that can effectively crank up the persuasive power of marketing campaigns, it is predictive analytics, a branch of advanced analytics that involves the utilization of data, machine learning, and statistical algorithms to make predictions about future outcomes/events. Irrespective of industry, the power of predictive analytics is making a
resonating impact everywhere. Organizations are realizing predictive analytics can help them tailor a customer’s experience in a way that significantly impacts engagement effectiveness and call to action adherenceA recent benchmark report published by Blueshift states marketing campaigns using predictive recommendations are 116% more effective than those that do not. So, if predictive analytics when coupled with consumer engagement activities are generating such1 significant value, why do organizations often fail to
leverage predictive scores to create better target populations for their marketing communication? Why is it that even with superior analytics tools, many marketers fail to optimize contacts efficiently and drive relevant, targeted communication, with consumers?
The fact is, with most predictive analytical models and business intelligence solutions promising to unlock a wave of insights for driving consumer engagement, making1 them actionable is a whole different ballgame. What can fill this gap is a consumer engagement platform that can bring insights to life and deliver real business value. This is where companies like Embel Assist are making a difference – by redefining the rules of modern-day consumer engagement.
