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Here’s a day in the life of the average marketer: they make manual decisions, spend too much time reading between the lines, and constantly go back to the drawing board as a result.
This mostly stems from one underlying issue (in our opinion) which is: not keeping up to date with technology!!!
You have to spend more time analyzing data and brainstorming which takes away from nurturing client relationships, developing products, and networking. As a marketer you know the latter are vastly more important.
That’s where predictive modeling comes into the picture; a new technology you need on your growth toolbelt.
This form of artificial intelligence will transform your marketing campaigns, ROI, and keep you one step ahead of competition—that is if you follow what we’re about to teach you.
What is predictive modeling?
We’re all guilty of it.
…Relying on the vast amounts of metrics we collect from analytics tools to read in between the lines. Often this leads to hunches and assumptions.
Predictive modeling solves all of this and saves you precious time.
It is the process of using existing and previous data to predict outcomes.
Humans are only capable of so much. AI and technology can crunch numbers, forecast, and other complex tasks much faster than we can.
It takes the guesswork out of marketing.
You’ll have much more accurate ideas of what campaigns and strategies will move the needle and what won’t.
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Predictive modeling in digital marketing
So, how can you execute predictive digital marketing to find the next best actions and automate your decision making?
Let’s take a brief look at Clickz’ study on predictive modeling in marketing first.
70.3% of survey respondents said that they use predictive modeling to improve targeting. 53.1% use it for enhancing customer journey.
Strengthening creatives, research, SEO, and email followed suit.
Allow me to jump into a few of these individually.
Creatives
It’s easy to get hung up on targeting, sales copy, and budget.
But, your creatives play a massive role in marketing and advertising success.
Images give us thoughts. Feelings. Impressions.
Optimizing creatives enhances branding, recall, and makes your assets much more powerful and stimulating.
Hence why 49% of marketers agree that visual content is a very important component of their marketing strategy.
You can discover which creatives are over or under-performing in Morphio by navigating to a section under “Live Data.”
For illustration, let’s look at some Facebook Ads data.
Pick a campaign from the list of integrated campaigns. Determine which one has the higher conversion rate or other another KPI of your choice.
Next, navigate to that campaign on the Facebook Ads manager.
What creatives do they use? What do the images communicate? How do they make customers feel?
Our predictive marketing software will find the best performing campaigns and forecast their performance. Use this to determine what creatives are driving bottomline right now while peaking into the future.
Customer journey
The buyer journey is so complex.
As much as marketers would love leads to follow one step after another into converting, it often doesn’t happen that way.
Everyone is different.
Some will go right through a funnel perfectly. Others will leave to read reviews, sleep on it, and make a decision later. Some people take months to convert when the time is right.
Additionally, marketers rely on last-click attribution models and simplified analytics that don’t really tell us that much.
Predictive modelling, on the other hand, clearly forecasts how customers are going to interact with a website, shopping experience, and other assets.
Marketers can use this information to optimize individual parts of the funnel to convert more users and reduce churn.
Target audience
Have you ever targeted a complete dud of an audience before?
You had little conversions and performance tanked.
The problem is you went too wide. You need to get narrow.
There is a small camp of customers that love your product, rave about it, and will come back for every update.
You just need to find them.
Predictive modeling is capable of forecasting the most profitable and engaged segments so you don’t have to run experiment after experiment to finally find them.
Navigate to the “Audience Anomalies” section of Morphio to begin.
Here you will find two categories: high-performing and low-performing audiences.
Begin targeting the profitable audiences and avoiding the audiences that aren’t pulling weight. Consider using this data for creating lookalike audiences as well.
SEO
SEO takes a long time to pay off.
You build links, publish content, and perform audits while waiting months biting your nails to see how it turns out. It’s simply the nature of organic marketing.
Wouldn’t it be great if you could change your trajectory to maximize success in the long term?
You can.
Predictive SEO will find content and keywords that will generate the most traffic and search performance before humans can.
Let’s look at how to do this in Morphio.
Firstly, go to the “Page Health” feature under “Website Anomalies” on the Morphio dashboard.
Here you will receive alerts of anomalies and the health of paid and organic landing pages.
Visiting the “SEO Anomalies” page will find content and search data that stands out from typical performance for both you and competitors.
The “SEO Performance” tab has weekly competitor URL performance in particular.
Wrapping up predictive modeling in digital marketing
You need to make better business decisions.
And, you already have enough data. You need to decide how to leverage it for driving revenue.
Predictive modeling helps with all of these problems.
This artificial intelligence driven technology takes existing and historical data to create predictions. These can be for audiences, campaigns, content, creatives, and everything imaginable in your business.
No more guessing. No more assuming. Just pure actionable insights.
The first step is to choose a software. Try Morphio today for free and begin using the power of predictive marketing to improve spending, campaign performance, and automate decision making.
