Interview with Kristina Pototska, Chief Evangelist, TriggMine - Speaker at Global Predictive Analytics Conf - March 2017 Posted on : Feb 28 - 2017

We feature speakers at Global Predictive Analytics Conference March 27 - 29, 2017 to catch up and find out what he or she is working on now and what's coming next. This week we're talking to Kristina Pototska, Chief Evangelist, TriggMine.

Interview with Kristina Pototska

1. Tell us about yourself and your background.
Currently, I work at TriggMine, an email marketing automation service, where I serve as one of their email marketing evangelists. Over the past three years, I've successfully launched more than 100 email campaigns for e-commerce websites.
I'm also the "voice" of TriggMine and have spoken on their behalf at something like 100-plus events in Europe and Asia, including four Meet Magento events, the Predictive Analytics World in London and San Francisco, Global Predictive Analytics Conference in Santa Clara, California, eComExpo (Spain), Webit Summit (Bulgaria, Turkey) and the first and second edition of the Wolves Summit in Poland.
I truly believe that email marketing rules and data is king.

2. What've you been working on recently?
For the last year, I’ve been learning about predictive technologies, reading everything I can get my hands on that mentions it, and I'm realizing that it kind of goes hand-in-hand with predictive analytics. It takes real-time marketing automation to a whole new level.
Basically, I'm finding it's the key to cost-effectively managing communications based on subscriber engagement.

3. Tell me about a tool you used recently to solve a customer's problem.
Well, we're doing our best to make sure that our customers don’t have problems...

4. Where are we now today in terms of Predictive Analytics, and where do you think we’ll go in the next five years?
I’m happy to have the opportunity to live in the age of Predictive Analytics. It is my biggest discovery over the last few years. I’m a marketing person, and I love any and all technology, pretty much, especially whatever helps personalize our marketing offers and responsive to customer behavior.
Now, we're in the era of the rise of Big Data and machine learning. Over the next five or so years, I’m sure we'll get a totally new customer experience. The first signs of it are already on the way -- the store of the future in London and Amazon's grocery delivery.
We just need to keep abreast of the trends and technologies to succeed. 

5. You’ve already hired x-number of people, okay? What's your pitch for folks out there to join your company and why does it matter to the world?
I’m sure that automation is the future. Our company provides email marketing automation to make marketers' lives much easier and to improve the eCommerce-client shopping experience. 
We're all somebody's customers, and like anyone else, I love having the best shopping experience. I mean not only online shopping, but communication with sellers, up-selling & cross-selling offers, product recommendations, discounts, you name it. 
So, my message would be that the service that's making your world a better place to live in, matters. 

6. What are some of the key takeaways that attendees can expect from your "Cracking Customers Retention Code With Predictive Technologies In Email Marketing" talk?
-How to use Big Data in email marketing to send highly personalized emails.
-How to use predictive technologies to aim for your target audience, expect boosted engagement, reduce turnover rates, drive conversions and increase revenue from every email campaign.
-What effects the subject line, timing, amount of emails, discount offers have on CTR and conversion rates and how to use it to increase revenue.

7. What are the top five Predictive Analytics use cases in the enterprise?
Likelihood of churn/turnover prediction
Product recommendations (up-selling & cross-selling)
Next order prediction date
Likelihood of click and purchase
Customers' look-a-like profiles 

8. Which company do you think is winning the global Predictive Analytics race?
I loved the experience I had with Zappos and 6pm. They are using predictive analytics to provide the best customer experience I've come across.

9. Any closing remarks?
I'm excited to join the Global Predictive Conference. See ya there:)