How predictive marketing analytics is revolutionizing your department Posted on : Oct 08 - 2015

Companies are constantly vying for the focus of new constituents. Millions of dollars are spent every year -- or, in some cases, every minute -- to achieve this goal. This is why viral marketing is such a boon for marketers.

Being "viral" is defined as circulating quickly from person to person via the Web. This is much different from having a high number of impressions or visibility; those are typically paid for and have standard conversion rates. When content is shared between friends, three factors greatly augment the success of the campaign.

You have an audience's complete attention.

You have a referral from someone your audience member trusts.

You don't have to spend as much money to promote it.

Although it's impossible to predict whether something will become viral before it's posted, predictive marketing analytics provide ways to make calculated predictions that increase the likelihood of capturing attention. Facebook, among others, uses predictive analytics to better understand when to suggest babysitters, cleaning services, or even chocolates. Has it been four years since you posted about the birth of your first child? You might receive ads for quality day care facilities in your area. Is your anniversary coming up? Those ads might be filled with places to get flowers and chocolate.

Marketing has been doing this on a much larger scale for years. The sales cycle of holidays provides a general idea of what a community will want at certain times. What makes predictive marketing analytics powerful is taking that same approach and bringing it to an individual level. Gone are the days of being a number in the faceless masses. Now, marketing can treat us as individuals with our own preferences. View More