Promotional box on one of your social media feeds, in your inbox or in a website banner? If yes, you are not alone. eCommerce algorithms regularly collect data about your interests based on what you've viewed or purchased from them . They have a precise purpose: to predict which products and services you are more likely to buy and to structure offers and ad campaigns accordingly. An example? Last week Francesco bought a pair of red glasses with a rectangular frame from the eCommerce of a well-known brand. It is not the first purchase he makes on this site.
A few months ago he bought a pair of round-rimmed blue mobile number list sunglasses. , casually scrolling through the feed, noticed some ads for eyewear that were very similar in shape and style to those he had already purchased. If Francesco needed a new pair of glasses, the ads would probably hit the spot. Francesco would click on them and, not a remote hypothesis, proceed with the purchase. The moral? Instead of proposing a single product to the entire target, predictive marketing personalizes the offer, matching specific products and services to potentially interested customers. 2. Customer score and value Predictive marketing is ravenous – it won't stop after you get a lead, customer or lead.
Its mission goes far beyond that. Promoting the brand without segmenting new contacts is a waste of time. Are they all equal in value? Is everyone really willing to buy a product or leave contact information? Don't waste your time with low or unqualified leads. Today there are many tools for generating predictive lead scoring , that is, a score to each of them. Which ones should you focus on? Which will bring the greatest benefits to the company? If you have a large database of contacts, you must attribute a certain level of interest and loyalty to each one in order to understand who to prioritize. In a saturated market like the current one, focusing on the most promising leads saves time and money and optimizes available resources.