PREDICTIVE ANALYTICS AND TREND FORECASTING

{PODCAST} In-Ear Insights: Predictive Analytics and Trend Forecasting

In this week’s episode, Katie and Chris look at the use of predictive analytics to forecast trends and learn when to put marketing campaigns into market. They examine some of the data around pumpkin spice season as well as other seasonal trends. Ever wonder when the best time is to put a seasonal campaign into market? Tuen in to find out!

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Machine-Generated Transcript

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Christopher Penn 0:17

In this week’s episode, it is August 2022, as we record this episode, and one of the most polarizing search trends is just getting kicked off.

And that search trend is people talking about the pumpkin spice latte and all things pumpkin spice, one of the more amusing data dives that we do every single year.

And today, what we wanted to talk about was, how do you leverage seasonal data like this particularly using predictive analytics, especially if you run the risk of, of potentially being late.

So before we dive in, I wanted to show you quickly what we see in our data using forecasting software using predictive analytics software.

For a basket of terms around pumpkin spice.

Here, we see all of the major terms and this is logarithmically scaled.

So we see pumpkin spice is that the top term there, Pumpkin Spice Latte recipe pumpkin spice cream, if I simplify it into one line, right now, August 7, the week of August 7, the search is just beginning next week, the August 14, your search volume almost doubles and so on, so forth, until you get to August 28.

And September 4, those weeks are when pumpkin spice fever is at its highest.

And it doesn’t drop off until really December, when it goes back to normal.

So Katie, when you see data like this trends that are forecast like this, what should marketers be thinking about? And for those folks who are in say, the food beverage industry? Is it too late? Or have they got some time to scramble?

Katie Robbert 2:01

You know, when I look at this, the first thing that occurs to me is Is it a regional thing? So for example, pumpkin spice being something that’s very popular during the fall months, well, what if you live somewhere where the seasons don’t change as much? So Chris, you and I are based in New England.

And so we have the traditional fall where the you know, people go leaf peeping, and they drink their pumpkin spice lattes, and, you know, where they’re, you know, down vests and their black leggings and their whatnots.

And so, my first question when I look at this is, is it the same for every major region of the area that I’m covering from my marketing.

So if you’re covering United States, does this trendline look different in the Northeast versus, you know, the southwest, for example.

Christopher Penn 2:57

We don’t have that data in this particular stress, we certainly could engineer it.

However, we could just do a very quick sanity check.

Let’s head on over to our friend Google Trends.

And let’s do Pumpkin Spice Latte.

And look at the last 12 months.

And we look at sub regions for the last 12 months.

Interestingly, Nevada, New Mexico and Indiana have the highest overall search finds for the last year for the pumpkin spice latte.

The regions where its weakest are places like Montana, which is unusual because Montana has a beautiful autumn, for mod, which is really unusual given Vermont has a beautiful autumn and stuff like that, someplace like Louisiana, sure we can understand there’s probably not as much seasonal change, California is surprisingly high.

Even though you know, as David Letterman once joked, in Los Angeles, he watched the birds change color and fall off the trees.

But the there is this doesn’t seem to be a substantial regional difference for this particular topic.

Katie Robbert 4:02

But I do think that it’s interesting, you know, understanding your audience, so we’re using pumpkin spice as the example.

However, you know, you could incorrectly market to your audience, because you haven’t looked at well, you know, I’m assuming everybody loves pumpkin spice because we’re coming up on fall.

But according to this, you know, people in Vermont seem a little less enthusiastic about it than people in New Hampshire.

And so if you’re doing that geo fenced type of advertising, then that’s an important differentiation so that you’re not wasting money on people who just really don’t care about the topic.

Christopher Penn 4:45

Yeah, and it is interesting that there are regions here were like Nevada, I would not expect I would not have expected pumpkin spice lattes to be that much of a search interest.

In Nevada.

Not there’s anything wrong of Nevada.

But when I think of Nevada, I think mainly of gigantic desert.

It is a one really, really large desert.

And there’s not a whole lot of traditional autumn things that happen there.

So I actually now legitimately curious, this would be a, an entirely separate show and market research about why Pumpkin Spice Latte as such, is the most searched sub region for this particular topic, at least according to Google.

Katie Robbert 5:26

Well, and I think that that absolutely is something that if you see this in your data, as a marketer, the first question you should be asking is, that seems a little odd.

Why is that? So my first instinct is, maybe Nevada, you know, where Las Vegas is, it’s finally cool enough for people from, you know, the East Coast to visit there.

And so people who would be celebrating, quote, unquote, celebrating fall on the East Coast, are going to Nevada to visit.

And they’re also keeping a lot of those similar, you know, East Coast traditions while they are there.

Again, total speculation, I’m just kind of guessing out why this might be happening.

We don’t really know.

Christopher Penn 6:12

That’s Reno, the Reno area, which makes sense that’s near Lake Tahoe.

So there actually are trees there.

Katie Robbert 6:20

But the point being is, you know, we don’t really know why we’re just guessing at this point.

And that, you know, Chris, and I will tell you, that’s not the best way to approach your marketing.

Like, if you see something like this, and, you know, trust that little voice inside, it’s like, something about this isn’t quite right.

It’s a great thing to start researching, so that you can really understand.

So as we’re talking about, you know, understanding the seasonal trends with predictive analytics, this is, you know, whether it’s pumpkin spice, or B2B marketing, or whatever your topic is, you know, just looking at the trends themselves isn’t going to be enough to understand the seasonality.

So, you know, Chris, I don’t know if you know this, but we’ve been in a pandemic for the past few years.

Just in case you weren’t aware, that has drastically changed consumer behavior, the way in which people, you know, shop, and research and react has all completely changed, partially because of a pandemic, but partially because there’s a lot of, you know, new software systems, new social media platforms.

So you know, things are constantly evolving.

So, when I think about planning out, you know, my marketing, my seasonal marketing, what are the things that I need to consider if I’m using predictive forecasting and predictive analytics?

Christopher Penn 7:43

Well, you know, that’s a really interesting question, because it means one of the things you’d probably want to do is get a sense of whether there was a substantial change because of the pandemic.

And again, this is where something like Google Trends can be very helpful.

If we crank back to the past five years now.

There’s 2017 2018 2019 2020 2021.

What I see here is I do see certainly in 2020, the trend got suppressed 2021, it was sort of building back up, but it was already on the decline and 2019, there was less search volume.

If we crank this back, let’s crank this back even further.

Let’s go back to 2004.

Right, you can see there’s a multi year sort of decline.

That’s kind of a stable plateau.

But really, it was the talk of everything back in 2015.

What I think is interesting, though, is that you don’t see the pandemic years being you know, as far as looking like 2010, for example, where very little happen.

So this trend seems to have be sort of sticking around, which means that from a, a seasonality perspective, the volume will be different.

But you can be reasonably sure the trend is is stable, right? It’s it’s something where you can probably bank on it until you see it really drop off.

Let’s take a look at an example like Holiday Gift Guide.

Right? That’s a pretty straightforward trend.

Let’s go ahead remove pumpkin spice.

Actually, let’s change it to gift guide.

A Gift Guide.

Let’s remove pumpkin spice.

We see.

Pretty stable trend pretty.

You can see over time around the holidays.

This is the United States.

So you know your mileage will vary depending on your locality.

But every year pretty solid, repeatable.

Like, it looks like a heartbeat looks like an ECG.

You know, it’s every year boom, boom, boom.

So if you were using predictive analytics, you would say from a seasonality and cyclicality perspective, yeah, you can put you can bank on those results.

Now, suppose you would take something like clubhouse right, the app and let’s switch this back just the last five years There you see that blip, right? And then boom, it’s gone.

So from this perspective, there isn’t a there there anymore, right? So if you were thinking like, oh, maybe we should, you know, try that clubhouse thing now that, you know, it’s been proven this case studies.

Yeah, well, there are case studies, but they’re all so out of date, because this thing is over and done with the trend is gone.

And because of that, there’s no more seasonality, there’s gonna be cyclicality you cannot rely on this trend data anymore.

So let

Katie Robbert 10:29

me ask you this question.

It’s almost kind of like a which comes first, our consumers looking for something because brands are basically telling them to start looking for it? Or are brands reacting to consumers looking for the thing? So for example, you know, a gift guy, we can, you know, make some, you know, assumptions that well, people probably start looking in October, and then we look at Google Trends is like, Oh, yep, people start searching in October.

Is that something that brands can influence to make it start even earlier by pushing out their marketing even earlier? Or are people still just going to stick to their trends, because that’s what it’s shown us for the past 14 years?

Christopher Penn 11:19

It depends, it depends.

Because there are practical limits to how far you can push a sale.

The holidays, seem to have gotten slightly earlier.

So let’s go look, go back to gift five.

And let’s take a look at our last decades here.

Up here.

This is now monthly data, we don’t want monthly data, we want weekly data.

So let’s take a look at five years.

So we see gift guide searches really start to crank up a little bit here around end of October, it back in 2017.

Same about end of October in and 2018.

End of October 2019 2020 was kind of an anomaly for a variety of reasons.

But you do see a bit of an earlier start there.

But it’s not huge 2021.

Again, you see it sort of earlier ramp up.

So it seems like it’s getting a little bit more of a gradual ramp through October.

And then obviously, you see the things move up.

But it really depends on the audience and how well you can how well the audience follows you.

If you are the category leader, this is one of those things where it’s very challenging to to look at search volume alone, because it’s you can’t see why something happens, right? So like B2B marketing as a trend, there’s, you know, that data’s just kind of a hot mess.

When you go down to the five year level, there’s not a clear answer as to like, when does this thing really, really pockets, it’s much more, it’s not a time of year, it’s periods of time within the year that that is more popular.

Katie Robbert 13:07

But I think that that’s a really good point is that understanding seasonal trends with predictive analytics is something you absolutely can do.

But it’s only part of the story.

So predictive analytics, as I tell you what to do, or what is happening, but it’s not going to tell you why.

So, you know, if we go back to that example of pumpkin spice, you know, it’s not going to tell you why it’s more popular in New Hampshire versus Vermont.

I mean, maybe there’s like, you know, better leaf peeping in Vermont, or in New Hampshire, for example, you know, we don’t know the answer to that question.

And so, if you’re only using predictive analytics to build out your marketing campaigns, you may very well be missing the mark.

Because let’s say, you know, people start looking for pumpkin spice latte, in, you know, whatever timeframe it is like in August, because they hate it so much.

They want to make sure they avoid all the ingredients in it.

That’s the opposite of what you’re trying to accomplish.

So it doesn’t tell you enough of the story in order to just blindly say, Okay, it’s going to trend.

So let me just put something around it.

Christopher Penn 14:18

Right.

Well, that’s where when you think about the hierarchy of analytics, that’s where you make that transition from descriptive analytics to diagnostic analytics, where you go from the one to the why, why is this thing trending? And for a lot of organizations, the ability to have market research within the organization is really challenging.

It’s it’s challenging, a because it’s its own profession and be it is, as our friend Tom Webster says, reassuringly expensive if you want to do it, right, like Yeah, anybody can throw out a survey monkey form but you’re not going to get the kite type of representative sampling and good question design things.

It’s probably not going to happen if you’re just winging it, and you’re not a martyr.

Hit Music professional.

So unpacking the why of a trend is almost one of those things that you have to do in between looking at your descriptive data, looking at why and then doing your predictive, which is why Predictive analytics is step three on the hierarchy of analytics.

After you do the diagnostic, you probably should not go from descriptive to predictive immediately, and skip over the diagnostic analytics.

Because if you do, to your point, you won’t know why somebody is searching for something.

So you don’t know if your forecast is forecasting the right thing or not.

Katie Robbert 15:34

So for those who aren’t familiar with the hierarchy of you know, data, as Chris was describing, so the first step is what happens.

So that could be your website analytics, your your Google Analytics, your Adobe analytics, you know, what happens if people come to the website, if they stop coming to the website, you know, are people signing up for our stuff that they want the free trial? So that’s sort of step one, that’s the foundation of your analysis.

And any sort of marketing strategy is what happened? The next step is why did it happen? So that’s the diagnostic that Chris is talking about.

So this is where you would want to do some of that market research some of that behavioral data, you know, why did somebody keep coming to the site? Well, they said that they really like the color blue, and my website is blue.

So they keep coming back to the website, or I’ve pulled my community or I’ve done some of that surveying.

So I understand why this, this product over here, super popular.

And this product over here is not super popular.

Even though you know, people are coming to the website, it looks like they’re coming to both, you know, product pages, one’s getting abandoned at a higher rate.

So those are the kinds of things that you would want to pair, descriptive and diagnostic with.

And that’s what Chris is saying, where predictive is step three, where if you don’t understand what’s happening, and why it’s happening, trying to market against the trends, the seasonal trends with predictive analytics is not going to work very well.

Because you’re still just guessing, because you don’t know.

Is this the thing that my audience wants? Or is this just sort of a, what the general population wants? How is it relevant to me? How is it relevant to my company? How is it relevant to my community? You need to answer all those questions first.

Christopher Penn 17:24

Exactly.

So when we talk when we’re looking at our pumpkin spice data, then Katie, based on what you’re seeing, both of the terms themselves and the overall trend.

If you were trying to create content about pumpkin spice, say like our annual pumpkin spice Data Dive, what should you do? What’s, what are your next steps?

Katie Robbert 17:51

Well, if I’m doing it on behalf of Trust Insights, then I know that my audience is not consumer driven.

So we’re not selling pumpkin spice lattes.

So if I’m creating content that says, here’s a pumpkin spice recipe, here’s how to create yours at home, or here’s where to find the best pumpkin spice latte.

I’m creating the wrong kind of content because I then don’t understand my audience.

So that’s my first and foremost task is, I need to make sure I understand what the purpose of this content is.

And so for the Trust Insights audience, using a topic like pumpkin spice or cheese or something is almost kind of universal in the sense that people understand it.

It’s not a topic that’s hard to wrap your head around.

It gives us the opportunity to demonstrate our capabilities with predictive analytics, using a topic that everybody is familiar with versus talking about something a heck of a lot more complex and probably like a six syllable word that nobody can spell.

We’re using something that’s, you know, basically general population friendly in order to demonstrate and here’s how Trust Insights can create a predictive forecast that you as a marketer can then go ahead and use for yourself.

Christopher Penn 19:11

One of the other things that’s interesting is that is when you’re pulling data like this, and then something brand new appears that you didn’t expect that is hijacking the theme in some way.

And then the question is, what do you do about it? Here’s an example.

This is something that’s brand new to the charts this year, is something called the pumpkin spice squish Mallow now

Katie Robbert 19:40

put a bunch of words together that sound terrible.

Christopher Penn 19:42

The pumpkin spice squish Mallow is not a pumpkin spice product.

It is a toy is a toy that is being marketed among other places at Target.

It’s a 14 inch plush toy that has sort of like memory foam on the inside.

That is, you know, some people really liked these things but you It is a new entrant to the term.

And yet, when we were looking at our keyword volumes that that power predictive forecast, it’s like the fourth or fifth largest term in the category.

It is, is brand new it is, is something that does not exist previously.

And so the question that we have to ask ourselves then as marketers is, is this relevant? Is this something? What do we take away from this? Now, to your point, Katie, again, we’re not selling coffee, to our audience of marketers, we’re not selling recipes and things we are selling data analysis.

So from our perspective, creating content around the pumpkin spice Squish, Mallow itself might not necessarily be all that informative, but illustrating how to handle when when a topic gets hijacked, or when there’s a new entrant a new trend that you spot that wasn’t there previously.

That might be because again, this is this is relatively new to the market.

As you can see on a major retail, it’s already sold out, you can’t get this thing.

So what do you do? Well, I mean, you can if you’re selling shopping stuff, you can help consumers obviously trying to find the thing that’s sold out.

If you’re an enterprising entrepreneur, you can try and source it yourself and then resell it, you know, egregious markups to people.

But from a data analytics perspective, we’ve got a brand new entrant, we’ve got something we don’t know what to do with.

So what we have to do is switch from predictive analytics, back down to descriptive analytics, but even close to real time to say, Okay, what does this trend look like over the last seven days, or 30 days and things that because it’s new, we don’t have any previous seasonal behavior to model.

But we do see that this thing is really, really hot culturally.

And we need to figure out how to advise a company, when you see a trend, pop up this fast, you’ve got to be really agile and jump on it.

Katie Robbert 21:58

So the first thing I would do is I would look to my social listening tools, and figure out what are the conversations about this thing? Because if it’s starting to trend with Google search, it’s likely that people saw conversation about it elsewhere.

So starting to track down that conversation about a squish Mallow, pumpkin spice thing, you know, it’s probably, you know, I’m guessing, you know, and we can look at social listening tools.

But maybe it’s something that, you know, a popular social media influencer said, this is the hot toy of the season.

And now everybody wants to thing because they weren’t previously aware of it.

So where did that awareness come from? Where did the trend for you know, all intents and purposes originate? And so what is the conversation about it are people like, Oh, this is a really cool thing, or I’m gonna give this as gag gift or my dog would love this.

Or, you know, I am so completely and irrationally obsessed with pumpkin spice everything that I have to have it so I bought all of them to decorate my house with, who knows.

But I would start to use social listening tools to start to understand why there’s an emergent trend.

Christopher Penn 23:11

And when we look Oh, you do have influences saying you know, snag one of these while you can.

They’re going fast orange only there’s what I find very interesting, though, is when we do look at some of the social listing data.

This apparently was a thing last year.

Right? If I go into our the key metrics here, there is social conversation from last summer, that that just you know, tapered off and obviously is now beginning to recruit reoccur.

That was in our search data.

This has not been in our searched this was not in search data from last year, we’ve been tracking this trend for three and a half, almost four years now.

So this is a this is very interesting, because it was it was there from a social listing perspective, a year before it showed up in search.

Katie Robbert 24:03

And I think that that’s a really interesting takeaway is that, you know, we’ve been talking about, you know, using predictive analytics to understand your seasonal trends.

But predictive analytics can’t tell you everything, especially if it didn’t happen in the place in which you’re using predictive forecasting.

So we were using Google search data.

Chris your point you just demonstrated that’s not where people were finding out about this thing.

They weren’t randomly, you know, Googling pumpkin spice squish Mallow it started as something last year.

That was you know, conversational and target was probably like, Oh, this is popular.

We should probably bring it back.

And now people like oh, we remember the thing from last year here it is again.

Christopher Penn 24:47

And this is very strange.

And here’s here’s why it’s not showing up in search right? Your engagement over an entire year’s time only 2500 engagements right? That is the small amount of engagement This is not a this is not a high flying trend.

Again, this I didn’t show up in search data either.

And yet, when you go to the retailer site sold out, right, so the product is gone can’t get it.

So my question then becomes, where’s this conversation happening? If it’s not huge in social media, right, it’s not like Cardi B retweeted it.

Now there’s 100 million engagements on it’s it’s not, it’s not showing up in search.

Vivek, it showed up in Switzerland for the first time this year, from last year.

But this has been this trend has been sleeping an extra say we have been sleeping on this trend for over a year.

Where’s it happening? And I think this is where we start to get into very interesting conversations about dark social media about conversations that all of our public marketing data tools cannot see.

Right, there could very well have been a million conversations on Discord about this, we can’t see any of that, because Discord is not publicly indexed is not available there.

It could be it on Tiktok.

And a lot of tools are still not able to get the data out of Tiktok videos themselves, we can see the captions, we are not seeing the that stuff.

We’re not really seeing it, you know, in YouTube and stuff.

So if you are looking for trends, if you’re looking for the next big thing, where the heck is this happening?

Katie Robbert 26:18

Yeah, that I mean, I feel like that’s an open ended question because we with the tools that we have available, we don’t know we can’t get to that answer.

And so that is sort of the it’s one of the so what’s of understanding your seasonal trends with predictive analytics, predictive analytics, may not be giving you the full picture, it’s a really good analysis and a really good tool for setting up your marketing strategy, but not on its own.

You need other complementary data, to better understand the seasonal trends.

You know, and social listening is a great place to start.

But social listening also has its limitations.

And so, you know, really what it keeps boiling back to is understanding your audience and where they spend their time.

And so just because pumpkin spice squish mallows are trending doesn’t mean that we Trust Insights, need to hop on it, or even reference it in any of our content, because it’s not relevant to our particular audience.

Christopher Penn 27:23

Exactly.

When we look at some of the basic demographic data, again, from what’s publicly available, this is a radically different audience than the audience we typically talk to, right we’re talking about this is an audience that is anywhere between 85 and 87%, identifying as female, and really young, like we’re talking under 25.

In a lot of cases, I would bet you, if I were to go into a couple of discord servers I’m in where there’s a lot of younger folks and referenced the pumpkin spice squishing on the bed, I’m gonna get a huge reaction.

And then I’m gonna get oh, I’m wanting one of these looking for these or hey, do you know where I couldn’t buy one of these things? And if we bring it up for discussion, say in our analytics for marketers slack, I bet you there’s gonna be a whole bunch of what I’m talking about.

Katie Robbert 28:07

Right? So yeah, I think that it’s, you know, we always say use predictive analytics with a grain of salt, it is just one of many tools that you can use to plan out your marketing.

But using it on its own is probably not the best idea because it doesn’t tell you why something is happening.

Or if it’s even really relevant to your customers.

Now, the flip side of that is, if you’re doing predictive forecasting on your own data from your own customers, that’s a different conversation altogether.

But if you’re just using something like Google search data, then you’re not able to narrow it down to enough of the customer profile that you’re going after.

So definitely use it with caution, use your best judgment.

Christopher Penn 28:54

This has me now thinking I wonder if they’re if the topic in general, not the pumpkin spice thing.

But the topic in general is another trend that was so I just typed in squish balo.

Right.

And again, we’re seeing in terms of who this audience is very young, lean strongly female.

Let’s take a look at our our general stuff.

And while it’s thinking about that, let’s switch over to our Google Trends.

Christopher Penn 29:29

And let’s go and for our five year view.

This is interesting.

So now we have this sort of this is our 13 month view again, you know, this is this is now real conversation, we’re talking about 1.4 million engagements, right? more positive than negative hundreds of 1000s of results.

Let’s take a look at who’s talking about the single we see in Google Search.

2020 is when this thing became a thing Right, it’s we the term really didn’t exist before, then suddenly, it’s a big thing.

And if I had to, to hazard a guess, and this is purely guesswork at this point, like, here’s Valentine’s Day, right? 2021 huge.

Here are the holidays.

Katie Robbert 30:17

So if I guess different versions, yes.

Oh,

Christopher Penn 30:21

yeah.

So there’s tons of different versions, there’s a target has a whole line of these things.

Because one of my kids loved it loves these things, if I had to guess, and this is pure guesswork.

So if you make corporate decisions based on this, don’t blame us.

But this is looking like it’s going to be one of the breakout toys the holiday season, this coming year, right, we’re talking about a trend that keeps going and going and going.

YouTube, driving, YouTube and Tiktok driving it and in this case, I think is very interesting.

Not only is it Tiktok was actually targets Tiktok.

Handle is it’s one of their their product lines.

If you’re if you’re a target, I would be putting a big ol bet on this, this line of products for the holiday season and stuff.

And if you are a marketer, figure out how to manufacture a similar toy, especially if you’re running B2B.

And you’re looking for giveaways for your tradeshow booth for upcoming shows.

If you can get the supply chain stuff worked out, bringing that home from a trade show is going to be an instant win with your kids.

Katie Robbert 31:27

So as we start to wrap up, sort of the so what of understanding seasonal trends with predictive analytics, you know, we’ve kind of we’ve kind of gone a little bit all over the place.

But really what it boils down to is use predictive analytics use Google Trends to understand is there any kind of seasonality to a search, you know, for when you looked up B2B marketing, not a whole lot of seasonality, just lots of like, you know, peaks and valleys.

So that was not a great term to understand the seasonality of, whereas there may be other terms like you know, marketing strategy templates, or those kinds of things that you can make guesses, and then confirm with your data that there is probably some seasonality, probably once a quarter or twice a year at the beginning and end of fiscal seasons.

You know, so use the predictive analytics to understand that, but then don’t stop there.

Couple that with your own descriptive analytics, your own, you know, market research and customer feedback.

Look at your own social listening tools on topics you care about, because in this example, like, squish, Mallow is not going to make or break what Trust Insights does.

But to your point, Chris, for a different company, it could.

And so for us, it’s a trend that we can ignore when it comes back as the seasonal thing.

So for us, we’re good.

But for other companies, that may not be the thing, because you’ve looked at both predictive analytics and social listening, and you’ve confirmed the thing is not going away, at least not this year.

Christopher Penn 33:07

Exactly.

And I think the third thing is, as we demonstrated, you have to combine all these approaches, especially when you’ve got a new entrant when you’ve got something new and you’re questioning, is this going to be a thing or not? If you’re trying to say like is this trend going to be a thing or not? Using a combination of tools and approaches is how you start to determine that when we started looking at this, this pumpkin spice squish model that led us down the road of swish mallows in general, and going oh, this is kind of a big deal among a very specific audience.

Generally speaking, if it’s something that is not super niche, it’s going to spread, right, that will become a thing that all parents will be talking about.

Obviously, if your kids are asking for it, your parents, your parents, were talking about it, and so on and so forth.

So if you can find you again, using the approach that we use today in this episode, in your own data, you may be able to spot a breakout trend in your data and be ahead of your competitors be ahead of the market.

Be you know whether it’s establishing thought leadership, we’re just selling stuff.

This is one of the approaches to us.

So I’m gonna go out and buy some squish malice and the holiday season and sell them on eBay.

Katie Robbert 34:26

And I’m gonna stay here with my Jomo.

Christopher Penn 34:32

If you have squish mela plants, if you have comments or questions about trends and identifying trends and predictive analytics and you want to talk about it, pop on over to our free slack group go to trust insights.ai/analytics for marketers, where you have over 2500 marketers are asking and answering each other’s questions every single day, and wherever it is that you’re watching or listening to the show.

If there’s a platform you’d rather have it on, go to trust insights.ai/t AI podcast where you can find the show on pretty much any The other place analytics squish mal anyway thanks for tuning in I will talk to you next time


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