Public Relations & Social Marketing Insight

Predictive intelligence might sound like a futuristic tool that belongs in a science fiction film. But today’s marketers are using the technology to deliver what their customers want before they even know they want it.

Predictive intelligence tools are helping companies like furniture retailer Room & Board improve their bottom line and reach customers more effectively. They implemented Salesforce’s Marketing Cloud technology that analyzed customer traffic data and predictive analytics to suggest additional purchases to customers in real time. The result was an incredible 2900% ROI.

Granted, not many businesses will enjoy the same success as Room & Board. But the technology has evolved so much to the point that marketers can’t ignore some new revelations — like a system that offers recommendations based on customer traffic patterns.

Providing customers with a personalized experience continues to prove a positive ROI. If you’re unfamiliar with the concept, you should know what predictive intelligence is and what tools are available....

Market to known individuals instead of unknown personas. For years, this has been what brands hoped for—but couldn’t achieve—from their digital marketing. Now we’re finally at the point where aspiration is becoming reality.

It’s not just about doing “good” programmatic, or email or search. It’s about mastering highly targeted, effective, personalized marketing, driven by insights that are informed by a robust customer database. It’s about delivering those messages throughout the customer life cycle and across the entire spectrum of media and channels.

It’s about applying the same level of intelligence to creating an inbound experience that we have been using to create outbound experiences for years. It’s people-based marketing....

Welcome to Introduction to Data Science. In this first post, I want to go through some examples of data science activities and projects from the recent past that I found interesting. And use them to whet your appetites for the concepts that we are going to learn in the following posts....