Predictive marketing software

Predictive marketing software is a great marketer’s crystal ball

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Predictive marketing software is a powerful tool that leverages data analytics to forecast customer behavior. Imagine it as a crystal ball for marketers, helping them anticipate what customers will do next.

Here’s how it works:

Data gathering: The software collects information on past customer behavior, demographics, preferences, and other relevant data points.

Advanced Analytics: Using machine learning algorithms, the software analyzes the data to identify patterns and trends.

Predictive modeling: These patterns are then used to build models that predict future customer behavior.

With these predictions, marketers can:

Personalize campaigns: Target customers with relevant offers and messaging based on their predicted needs and interests.

Optimize marketing spend: Allocate resources more effectively by focusing on the most promising leads.

Improve customer experience: Proactively address customer needs and provide a more seamless experience.

Some popular examples of predictive marketing software include:

Salesforce Marketing Cloud

Adobe Analytics

Oracle Responsys

If you’d like to explore specific software options, I can provide some general search terms to help you get started. Just let me know!

Predictive models in marketing

Predictive modeling in CRM

Predictive models in marketing are essentially the engines that power predictive marketing software. They are statistical frameworks that use historical and current data to forecast future customer behavior.

Here’s a breakdown of how they work:

Data is king: The model is built on a foundation of customer data, including demographics, purchase history, website interactions, and any other relevant information.

Pattern recognition: Statistical algorithms analyze the data to uncover hidden patterns and relationships between variables. This helps identify factors that influence customer behavior.

Predictive power: Based on the discovered patterns, the model is able to make predictions about future actions. For example, it might predict the likelihood of a customer making a purchase, churning (canceling service), or responding to a particular marketing campaign.

These predictions are then used by marketers to:

Segment audiences: Divide customers into groups based on predicted behavior, allowing for targeted marketing campaigns.

Prioritize leads: Focus marketing efforts on high-value leads with a greater chance of conversion.

Reduce customer churn: Identify customers at risk of churning and implement proactive measures to retain them.

Personalize recommendations: Suggest products or services that are most likely to appeal to each customer’s individual needs and preferences.

There are different types of predictive models used in marketing, each suited for specific goals. Some common examples include:

Propensity models: Predict the likelihood of a customer taking a desired action, such as making a purchase.

Churn prediction models: Identify customers who are at risk of canceling a subscription or service.

Recommendation models: Suggest products or content that a customer is likely to be interested in.

By leveraging predictive models, marketers can move beyond reactive approaches and make data-driven decisions to optimize campaigns, boost ROI, and create a more personalized customer experience.

Predictive modeling in CRM

Predictive modeling in CRM (Customer Relationship Management) is all about using data to forecast customer behavior and improve interactions throughout the customer lifecycle. It’s like having a built-in fortune teller for your CRM system, helping you anticipate customer needs and actions.

Here’s how it works:

Data collection: CRM systems gather a wealth of customer information, including purchase history, demographics, service interactions, and even social media sentiment.

Model building: This data is fed into advanced algorithms that identify patterns and relationships. These patterns might reveal factors that influence customer decisions or predict future behavior.

Actionable insights: The models then generate predictions about what customers are likely to do next. This could be anything from predicting a high-value purchase to identifying a customer at risk of churning (canceling service).

Armed with these insights, CRM users can take targeted actions to:

Personalize interactions: Tailor marketing messages, product recommendations, and support interactions to individual customer needs and preferences.

Proactive engagement: Reach out to customers before they have problems or identify opportunities to upsell or cross-sell.

Improve customer experience: By anticipating needs and providing relevant support, businesses can create a more positive and lasting customer relationship.

Here are some specific applications of predictive modeling in CRM:

Sales forecasting: Predict future sales based on historical data and current market trends.

Lead scoring: Rank leads based on their predicted likelihood to convert into a customer.

Customer churn prediction: Identify customers who are at risk of leaving and implement retention strategies.

Next best action recommendations: Suggest the most effective way to interact with a customer at any given point.

Overall, predictive modeling in CRM empowers businesses to move beyond simply managing customer data to truly understanding and anticipating customer behavior. This leads to more effective marketing, stronger customer relationships, and ultimately, increased business growth.

Predictive models for digital marketing

Predictive models in digital marketing are the workhorses behind the scenes, leveraging data to forecast customer behavior specifically within the digital realm. They act like crystal balls for online marketing efforts, helping you anticipate how customers will interact with your brand across various digital touchpoints.

Here’s a deeper dive into how they function:

Data Powerhouse: These models rely on a vast amount of customer data specific to digital interactions. This includes website visits, search history, email engagement, social media activity, and any other relevant digital touchpoints.

Unveiling Patterns: Through machine learning algorithms, the models analyze this data to unearth hidden patterns and connections. These patterns can reveal factors influencing customer behavior online, such as preferred content, most likely conversion points, or potential drop-off points in the customer journey.

Predictive Prowess: Based on the discovered patterns, the models generate predictions about future online behaviors. For instance, they might predict the likelihood of a customer clicking on an ad, abandoning their cart, or downloading an ebook.

Marketers can then leverage these predictions to:

Hyper-targeting: Craft highly targeted campaigns that resonate with specific customer segments based on their predicted online behavior.

Optimize campaigns: Allocate resources more effectively by focusing efforts on channels and tactics most likely to drive conversions based on predictions.

Personalized experiences: Deliver customized content, recommendations, and offers on your website or app based on what each customer is predicted to be interested in.

There are various types of predictive models used in digital marketing, each tailored for specific goals:

Customer Lifetime Value (CLV) prediction models: Forecast the total revenue a customer is likely to generate over their relationship with the brand.

Customer churn prediction models: Identify website visitors or app users at risk of disengaging and implement strategies to win them back.

Click-through rate (CTR) prediction models: Estimate the likelihood of a user clicking on a specific ad or call to action (CTA) on your website or email.

By incorporating predictive models, digital marketers can move beyond a reactive approach and make data-driven decisions to:

Boost campaign performance: Increase conversion rates and return on investment (ROI) for your digital marketing efforts.

Enhance customer experience: Provide a more personalized and engaging experience for your customers across all digital channels.

Stay ahead of the curve: Anticipate customer needs and preferences, allowing you to proactively tailor your marketing strategies for optimal results.

The three most used predictive modeling techniques

Among the many powerful techniques in the predictive modeling toolbox, three stand out as the most widely used:

Linear Regression: This is a classic and versatile technique that thrives in situations with continuous numerical data as the target variable (what you’re trying to predict). It essentially finds the best-fitting straight line to model the relationship between one or more predictor variables and the target variable. For instance, you might use linear regression to predict future sales based on historical sales figures and marketing campaign intensity.

Decision Trees: Imagine a flowchart that asks a series of yes-or-no questions to arrive at a decision. That’s the core idea behind decision trees. They are flexible and effective for various types of data, including categorical data. By splitting the data into branches based on specific conditions, the model progressively refines predictions until it reaches a final outcome. For example, a decision tree could predict customer churn by asking questions like “Has the customer made a purchase in the last month?” and “Has the customer contacted support recently?”

Neural Networks: Inspired by the structure and function of the human brain, neural networks are a complex but powerful approach. They consist of interconnected nodes (artificial neurons) that process information in layers. By training on large datasets, neural networks can identify complex patterns and relationships that might be missed by simpler models. In digital marketing, neural networks might be used to predict customer click-through rates on ads based on a user’s browsing history and past interactions with similar ads.

These three techniques (linear regression, decision trees, and neural networks) offer a strong foundation for various predictive modeling tasks. The choice of which technique to use depends on the specific problem you’re trying to solve and the type of data you have available.


Improvado is a marketing data aggregation tool designed to automate reporting tasks [1, 2]. It caters to small and medium-sized businesses (SMBs) as well as larger enterprises [3, 4]. Here’s a breakdown of its key functionalities:

Data Centralization: Improvado acts as a middleman, connecting to various marketing data sources like social media platforms, search engines, and display advertising [2, 6]. This eliminates the need to log in to individual platforms for data retrieval.

Automated Reporting: The tool automates the process of collecting and compiling marketing data, saving you time and effort compared to manual report generation [2].

Customizable Dashboards: Improvado provides a customizable dashboard where you can visualize your marketing performance across different channels and campaigns in one place [1, 6]. This allows for easy identification of trends and areas for improvement.

Cross-Channel Attribution: Improvado helps you track how customers interact with your brand across different touchpoints, providing insights into the effectiveness of your overall marketing strategy [3].

In essence, Improvado simplifies marketing data management by offering a centralized location to gather, analyze, and visualize your marketing performance metrics. This can be particularly beneficial for businesses managing marketing campaigns across multiple channels.

6sense predictive model

6sense’s predictive model is a proprietary system focused on B2B (business-to-business) marketing and sales applications [1]. It leverages artificial intelligence (AI) and machine learning to analyze vast amounts of data to predict buying behavior within companies. Here’s a closer look at how it works:

Data Acquisition: 6sense gathers data from a variety of sources relevant to B2B sales and marketing, including:

Public web data: This encompasses online content consumption and search activity that signals potential customer interest.

Customer Relationship Management (CRM) data: Existing customer information and interactions are fed into the model.

Intent data: This refers to data purchased from external sources that indicates a company’s research and buying intentions.

AI and Machine Learning: The collected data is then analyzed by sophisticated algorithms that identify patterns and relationships. This helps the model understand what types of online behavior and company interactions are most likely to precede a purchase decision

Predictive Insights: Based on the analysis, the model generates insights that predict:

In-market accounts: Companies that are actively researching products or services similar to what you offer and are considered highly likely to buy.

Buying stages: The stage a particular company is at in the buying journey, allowing you to tailor your outreach accordingly.

Propensity to buy: The likelihood of a specific company converting into a customer.

Marketers and salespeople can then leverage these predictions to:

Targeted Outreach: Focus their efforts on the most promising leads, those companies with the highest predicted buying intent.

Personalized Engagement: Tailor their messaging and outreach strategies to the specific buying stage of a target account.

Improved Sales Pipeline: Prioritize leads with a higher predicted propensity to buy, optimizing the sales pipeline and focusing resources on the most qualified opportunities.

While the specifics of the 6sense model are proprietary, it’s understood to be a powerful tool for B2B companies aiming to streamline their sales and marketing processes and identify high-value opportunities.

6sense features

6sense offers a suite of features designed to leverage their predictive model and empower B2B marketing and sales teams. Here’s a breakdown of some key functionalities:

Intelligence Gathering:

Company & People Search: Search for B2B accounts and contact information, enriched with insights on buying intent and engagement opportunities to prioritize outreach.

Account Intelligence: Gain insights into target accounts directly within your CRM or Sales Engagement Platform (SEP), allowing for informed outreach and personalization.

Prioritization Dashboards: Visualize which accounts are most likely to buy and at what stage of the buying journey they are, helping you prioritize sales efforts.

Chrome Extension: Access 6sense insights and recommendations directly within your web browser, streamlining your workflow.

Marketing Activation:

Intent Data: Identify companies actively researching your products or similar solutions based on their online activity, allowing you to target high-value leads. (Intent data: [invalid URL removed] refers to data purchased from external sources that indicates a company’s research and buying intentions.)

Digital Advertising: Target your display advertising campaigns to companies exhibiting buying intent for your offerings, maximizing campaign effectiveness.

Multichannel Orchestration: Coordinate marketing efforts across various channels, ensuring consistent messaging and a seamless experience for targeted accounts.

Additional Features:

Advanced Analytics: Gain deeper insights into marketing and sales performance through data analysis.

Integrations: 6sense integrates with various marketing and sales tools, allowing you to centralize your data and workflow.

By utilizing these features and the underlying predictive model, 6sense empowers B2B organizations to :

Target the right buyers: Focus on high-propensity leads exhibiting buying intent.

Personalize outreach: Tailor messaging and engagement strategies based on buyer stage and account insights.

Improve pipeline quality: Prioritize leads with a higher likelihood of conversion.

Align marketing and sales: Ensure both teams are working towards the same goals with shared data and insights.

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