This article is the continuation of the previous blog that you can find at this link and we suggest to read it before going ahead.
Big data in "new marketing" in this case is an artificial intelligence, first of all the automation of marketing processes.
D'Ambrosio emphasizes: "Marketing Automation is growing rapidly, it has been calculated that already 50% of companies use automation and a market expansion is expected in the coming months, but the analysis done also takes into account the simple automation of mailing list, while in my opinion the true concept of Marketing Automation is in the segmentation of customers, and the sending of targeted campaigns based on segmentation".
The added advantage of Machine Learning in predicting certain results from patterns observed by Big Data offers a way in which repetitive tasks can be reduced and focuses more on the content of the campaign.
Recent advances in artificial intelligence and machine learning have paved the way for marketing automation tools.
On the topic GreenVulcano has clear ideas, stating with D’Ambrosio: “The goal that must be asked is predictive personalization. In the sense that before the user needs to purchase a product, the "NEW MARKETING AUTOMATION" must be able to intercept it. This is precisely the innovation that must be pursued in the coming years, and companies that use such tools will be able to acquire customers before others".
Predictive analysis uses data to predict certain results.
It is mainly used to monitor and signal the development of the strategy and the campaign. The value attributed to potential customers in the lead score based on behavior and other factors is taken into account with the data involved. The data must be large enough so that the Machine Learning is able to distinguish the difference between the underlying model and what is simply noise.
This intuitive tool is an essential element for the human shopping experience. The analyzes are able to segment the data into specific cluster models that identify models related to the customer's previous purchasing behavior and store this information to predict the possibility of future purchases. All this provides companies with a better opinion on where to direct their funds because the analysis is able to predict high value customers with the highest propensity to buy.
D’Ambrosio explains: “Furthermore, in this artificial intelligence can play a fundamental role, which is to predict the best time to campaign against a specific client, the AI must help manage customers as single entities, and not more like customer clusters, by doing so everyone will have targeted communications and only when I have the need (or am I to have) will I receive the right offer for me, with communications made adhoc for me and not the usual fired communications all the same".
Live communication on social media is a perfect place to capture relevant data and send personalized messages in real time. Marketers use the data collected to perform content evaluations and automatically adapt messaging.
As Big Data will be increasingly available and integrated into the vast array of technological innovations that connect the world today, marketers need to find ways to better understand what these data are trying to show. The automation of the market no longer works by sending tons of e-mails, or by making constant calls, announcements or the monitoring of multiple websites is not enough to truly understand the consumer.
Having data is not enough without understanding its meaning. Predictive analysis can help us look beyond the data and examine the value found within the underlying model of consumer behavior. Together with Market Automation Predictive Analytics is the driving force of modern market strategies. The human experience will be satisfied, making it a victory for the consumer and in the same way for the companies that will see the business increase. GreenVulcano Technologies, a company dedicated to offering innovative solutions for companies using IOT technology, provides its predictive analytics services to meet its marketing objectives.
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