Creating Compelling Brand Experiences Through Predictive Marketing

Nothing is more frustrating than realizing you’re not getting the results you expected after months of hard work on a marketing campaign. We invested all of our creative energy, time, and resources into a campaign that sounded fantastic on paper but failed to deliver on its promises of ROI and engagement.

It’s almost impossible to predict how well a campaign will perform before its launch, however, there’s a strategy that comes close. It’s called “predictive marketing.”

Predictive marketing involves leveraging data related to audience behavior, historical consumer research, purchasing history, website analytics, and other areas to forecast outcomes of marketing tactics.

It allowed us to calculate and analyze the chances of success, failure, and outcomes in a variety of scenarios, such as health or weather.

How does the predictive model work in mobile advertising

Users complete initial actions — adding products to the cart, and making purchases. Data about these actions will be sent via the advertiser’s tracking system to Go Predicts and the model is learning based on the audience behavior.

Go Predicts uses this data to analyze behavior of a new user within the first 24–72 hours and predict the metric requested by the advertiser.

Forecasts are sent back to the advertiser’s tracker and the advertiser can use them on the ad platforms.

This algorithm allows to attract only those users whose predictive metric value meets the business objectives.

How does predictive model work in web advertising

The basic principle of web advertising is almost the same as in mobile advertising: data from analytics systems is processed in a predictive model and returned to advertising channels to attract new users.

However there is one important distinction. For mobile ads it is usually AppsFlyer or Adjust and for web — Google Analytics.

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