Home  › Marketing › Strategies

Predict Customer Behavior With a Virtual Analyst

  |  March 22, 2012   |  Comments

New tool is designed to help marketers make better decisions based on the "big data" they now have.

Marketing would be so much easier if you could somehow predict how visitors will behave through multiple channels. Analytics provide a bit of help, but uncovering the hidden patterns that provide the answers you really need is a major problem.

At the Adobe Digital Marketing Summit in Salt Lake City this week, predictive marketing is a hot topic. I spoke to Matt Langie, director of product marketing for Adobe, who explained why it's so difficult for marketers to predict customer behavior using analytics alone. He said that with "big data, the massive volumes of analytic data integrated marketers collect through social, through the web, through mobile, video, etc. is so overwhelming that marketers don't glean a good understanding of this data…At best, analytics is like looking in the rear view mirror. It tells you what happened in your past history, but it doesn't really do a good job of telling you what's going to happen in your future."

So this week, Adobe is announcing new predictive marketing capabilities called Virtual Analyst, which is part of the Adobe Digital Marketing Suite. This new capability is designed to help marketers tackle the "big data" issue, including giving them a tool to guide them in forward-looking decision-making.

For instance, this new tool promises to help marketers build out what-if scenarios to measure how much more revenue they can drive, conversion or adoption rates they might see, and more. A predictive marketing dashboard allows marketers to evaluate how changes will potentially impact business outcomes.

Many years ago, before the glut of big data, I worked alongside conversion optimization wizards Bryan and Jeffrey Eisenberg, who successfully crafted a system called Persuasion Architecture. That system, in part, consisted of predictive scenarios. These scenarios were designed to help us understand what subsets of website visitors wanted to do on the site, and allowed us to establish trackable metrics to match actual scenario behaviors. From this analysis, we were able to significantly optimize conversions. It was a very resource-intensive process, but in the early days, this was groundbreaking.

Today, multi-channel marketing requires even more power and certainly the capability to make decisions based on predictive scenarios across all channels. Virtual Analyst intelligently identifies patterns and develops optimized media mix models to help marketers drive face-forward decisions to provide real business impact.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Ghennipher Weeks

Ghennipher Weeks has spent the past 13 years as a marketer working closely with IT teams to increase cross-functional collaboration, and helps teams excel in delivering great results quickly.

With deep expertise in creating conversion-driven and insightful search engine marketing and social media strategies for national and regional brands since the late 1990s, Ms. Weeks has increased online revenue for Philips, Wells Fargo, The Women's Information Network, The Allegis Group, TotalGym, Overstock.com, TigerDirect, LeoSchachter Diamonds, and others. She excels in formulating SEO, conversion, social marketing, and value-creation strategies. Ms. Weeks says, "Integrated marketing strategies are more effective, but much more difficult. Agility in execution requires measurement, accountability, and an unwavering customer focus to deliver value that makes both customers and business stakeholders happy. This raises customer, as well as shareholder value, or in relevant corporate terms: increases profits."

She actively contributes her expertise and thoughts through presentations, industry appearances, articles, and her upcoming book on integrated digital marketing.

Ms. Weeks has spoken at SES, Webmaster World's PubCon, EVO, WITI, Blissdom, Social Media Club, Agile Roots, Blogilicious, and other conferences. Notably, she is also certified in Agile methodologies as a CSM and CSPO. You can find Ms. Weeks online on Twitter, Facebook, LinkedIn, or on her blog, and a myriad of other social media sites.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...