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Will Predictive Analytics disrupt marketing in 2023?

Gagan Uppal, Country Head - MENA, Xapads Media, writes about how predictive analytics will revolutionise the advertising landscape in the coming year

Gagan Uppal

The advertising industry is one of the most developing sectors in the digitalised world and with the way it's enhancing by leaps and bounds, there is no doubt that sky's the limit for its futuristic growth and advancements. In fact, with the gradual transformation in the ad universe, the brands are also seeing a paradigm shift as the digital ecosystem is increasingly becoming cautious towards users' online privacy and security. 

This all began with the rollout of Apple’s IDFA and Google’s GAID - which phased out third-party cookies and somewhere somehow this outbreak gave marketers sleepless nights. Jay Baer has well said that “we are surrounded by data, but starved for insights”, and all thanks to predictive analytics which helps advertisers prep themselves for consent-based marketing due to which the process of consumer data gathering and usage has changed tremendously. 

Come let’s understand how predictive analytics will disrupt marketing in 2023, it is important to learn it so as to sustain better in the data-first world. 

Predictive marketing has always been there but in the present scenario, it is evolving due to gradual developments in data science and AI/ML-enabled technology that builds models and helps in forecasting users' interaction, behaviour, actions and futuristic scenarios with the campaign. This is used across various aspects of the sales and marketing lifecycle and makes it easier for marketers to tap into the right yet converting target audience with a clear vision to plan the right inventory. This is why predictive marketing is getting name and fame wherein, it will be covering 65% of the global population's personal data under privacy regulations by 2023. This would also facilitate marketers to make predictions pertaining to users’ future actions, coupled with statistical algorithms, machine learning and findings from historical data. 

The subject of predictive analytics is broader in itself and talking about it would be a lot more interactive since it includes different models such as Clustering, Propensity and Collaborative Filtering which work in close coordination with each other. This also helps advertisers to structure unstructured and complex data sets, prevent fraud to maintain brand synergy at all stages of campaign operations and execution.  

The models in brief

The Cluster model is meant for ‘audience segmentation’ which helps advertisers identify the cohorts sharing common interests and bifurcate them into the groups that best match their interests. The Propensity model includes a set of approaches to target the audience and assists advertisers to discover the likelihood of users performing a certain course of action such as a purchase etc based on which marketers can tap into the audience which would be expected to make the desired actions on the campaign. Collaborative Filtering is meant for ‘recommendations’ which helps marketers in predicting the users' preference for certain products and provides them with personalised offerings of their preferences which results in quality leads. These models help in analysing the audiences while drawing their behavioural patterns to better optimise the campaign and drive quality user retention and engagement. 

What all predictive marketing has in store? 

Owing to the predictive models empowered with AI-powered mechanisms, marketers have already started incorporating predictive analytics into their marketing campaigns which accelerates both the campaign performance and scalability. Moreover, predictive marketing will revolutionise the advertising landscape since it builds an affinity between brands and consumers wherein, marketers strive to provide users with personalised content, using their immersive insights to get much closer to their necessities. This also streamlines the business operations with effective capitalisation on marketing efforts. 

Undoubtedly, in today’s data-privacy world, gathering information is a real-time task for marketers wherein, Predictive Marketing is their guide. Kim Walsh has beautifully stated that “the modern marketer is an experimenter, a lover of data, a content creator, a justifier of ROI” because predictive analytics is making real-time insights easily accessible to make informed decisions. It’s a blend of ‘art and science’ which identifies the campaign’s KPI, improves user experience and retention rates and prevents draining of the marketing budget etc. These are just a few teasers of predictive analytics which will help brands to sustain efficiently in the evolving digital marketing landscape and will also disrupt it in upcoming years.

(Disclaimer: The opinions expressed in this article are those of the author. The facts and opinions appearing in the article do not reflect the views of and we do not assume any responsibility or liability for the same.)

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