Stefan gave the lecture together with his Lynx colleague, Claudius Gouders at that time at an event of InnoZent OWL He discussed the possibilities SMEs have to use the movement and customer data on their webshops to make a prediction of customer wishes and customer behavior.
But let’s start at the beginning, what is predictive marketing?
“Predictive Marketing is leveraging vast amounts of data and science to predict which marketing actions have high probability to succeed. […]”
“Therefore Predictive Marketing uses data-science to collect data and predictive analytics in order to scientifically guide marketers to the best marketing action”
Jacob Shama, PhD (Predictive Marketing University)
The use of the data requires some knowledge of data collection, the legally compliant use of the data, the correct evaluation of the data and the implementation of appropriate options for action. Most shop operators therefore rely on ready-made software products that are integrated directly into the shop software. The applications usually differ mainly in their characteristics, some focus on searches, others on the playout of advertising, e.g. via e-mails. Some tools also offer automated workflows that greatly simplify customer communication and depend on a pre-defined set of rules.
Using electrical appliances, such as a drill, as an example, the customer’s customer journey was illuminated and it could be shown that the customer experience becomes the only differentiating feature when the price is completely interchangeable and there is always someone who can offer something cheaper. The personalization of advertising, home page, onsite search and product presentation on the basis of the collected data is therefore an absolute differentiator!
Therefore, rely on clear USPs and a personalization of the shopping experience to clearly distinguish yourself from your competitors.
Do you have any questions or would you like to know more about the possibilities of personalization and data use in the marketing environment? Then please do not hesitate to contact us