Powering Customer Experience with Predictive Analytics – Consideration

The customer experience arguably the most important part of your business. Without customers, you aren’t able to meet any of your business goals. Without a solid customer experience, you will have a hard time attracting and keeping new business.

How do we even start to tackle the customer experience and understand what our audience wants? One piece at a time. During this series, we’ll explore each step of the customer journey and how you can use predictive analytics to create more effective marketing plans for your customer experience.

Read the previous posts here:

• Introduction: https://www.trustinsights.ai/blog/2018/09/powering-customer-experience-with-predictive-analytics-introduction/ 
• Planning: https://www.trustinsights.ai/blog/2018/10/powering-customer-experience-with-predictive-analytics-planning/
• Awareness: https://www.trustinsights.ai/blog/2018/10/powering-customer-experience-with-predictive-analytics-awareness/

You’ve made the audience aware of you, now you need to get them to come back to you and get more information to make a decision. This is known as the consideration phase.

At this point, your audience knows a little bit about you. Perhaps they stopped by your site, they found your social profiles or they signed up for your newsletter.  Your next step would be to create an email drip campaign to start sending them more of that smart, targeted content you’ve been working on in the awareness phase. If you knew when people were not going to open their email you’d probably not send it. 

Email Opens

How do you get access email open data. You use search data or your own email marketing data. We took a look at when people would be searching for how to set up their out of office message in their email and projected out those trends in a time series forecast. This gives us an idea of when people are most and least likely to check their email at the week level. If you have clean, consistent data from your own email marketing software – even better. That will be more accurate to your particular audience.

Search Trends for Retargeting

Retargeting campaigns are your friend. Make sure you have a retargeting pixel set up on your website, specifically on your product and services pages. When people are doing their research in the awareness stage you have an opportunity to start building out your digital audience. You can use the same search data forecast from the awareness stage to determine how much you should be spending and when. When you build out your ad strategy with your topics and keywords, a predictive forecast can help you figure out when to spend more money. During the consideration phase, retargeting campaigns are the most efficient route because you’re targeting people who have already shown interest in you. Your predictive calendar will help you determine what kinds of ads to show and when.

In the next post, we’ll keep moving through the customer experience and walk through using predictive modeling at the evaluation stage of the journey.