Predictive analytics isn’t just for statisticians. Marketers can decode the cost-cutting properties of the analysis method to create more efficient marketing strategy. Assigning scores to customers according to their propensity towards certain behaviors is nothing new, but linking that behavior to specific marketing strategy decisions is an often forgotten method for conserving a marketing budget.
- Use churn modeling to identify loyal brand followers: Don’t waste retention efforts and resources on loyal brand followers when those resources would be better spent on neglected audience segments.
- Use uplift response modeling to identify consumers in frequent contact with the brand: Don’t waste efforts contacting consumers whom are already frequently engaged.
- Use response modeling to identify consumers that are dead-end clients: Don’t mount elaborate campaigns to win over consumer segments that attach high-negatives to your brand, if their numbers are relatively insignificant.
Common-sense rules apply when acting on insights; data from multiple sources always requires context as well as a logical connection between performance goals and the constant flow of real-time data. Learn more about predictive analytics here
More in Media
![](https://digiday.com/wp-content/uploads/sites/3/2022/10/IMG_3432.jpg?w=439&h=277&crop=1)
AI Briefing: How political startups are helping small political campaigns scale content and ads with AI
With about 100 days until Election Day, politically focused startups see AI as a way to help national and local candidates quickly react to unexpected change.
![](https://digiday.com/wp-content/uploads/sites/3/2023/11/groupm-sandbox-digiday.jpeg?w=439&h=277&crop=1)
Media Briefing: Publishers reassess Privacy Sandbox plans following Google’s cookie deprecation reversal
Google’s announcement on Monday to reverse its plans to fully deprecate third-party cookies from its Chrome browser seems to have, in turn, reversed some publishers’ stances on the Privacy Sandbox.
![](https://digiday.com/wp-content/uploads/sites/3/2023/11/Google_cookie_digiday.jpg?w=439&h=277&crop=1)
Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers
Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all.