Ramp Up Marketing With Customer Behavior Prediction Modeling

TL;DR:

• Customer behavior prediction modeling offers many benefits, including the enablement of real-time personalization, the ability to anticipate customer needs, tools to enhance segmentation, and avenues to increase campaign effectiveness while reducing churn.
• Use a customer data platform (CDP) like BlueConic to unify data, automatically create customer profiles and segments, develop predictive models, and drive personalization.
• Create interactive digital experiences with a tool like Jebbit so that you can engage customers while enriching data for your predictive models.
• Leverage machine learning algorithms to develop and train predictive models before launching them at scale.
• Customer behavior prediction modeling is a process requiring continuous refinement, which means you’ll need to rely on pilot campaigns, A/B testing, real-world validation, and consistently fresh data to optimize your models.

Wouldn’t it be nice to be able to consult a crystal ball to learn what your customers might want or need in the future? It might sound like an impossible feat — but with today’s technology, it’s actually not so farfetched. 

That’s what customer behavior prediction modeling is all about. It’s a technique that uses machine learning algorithms to analyze your customer data in order to make predictions about future behavior.

Ready to gaze into the modern version of the marketer’s crystal ball? Read on to learn about the advantages of customer behavior prediction modeling and to discover how you can enable it at scale.

Key Benefits of Predictive Analytics for Customer Behavior Prediction

In marketing, predictive analytics relies on historical data and machine learning algorithms to forecast future customer behavior. Marketers use predictive analytics to make customer behavior predictions so that they can better anticipate customer needs, optimize marketing campaigns, and improve their overall return on investment. 

Those are some of the broad-strokes benefits of predictive analytics for customer behavior prediction. Below, we’ll show you some specific advantages.

1. Enabling Real-Time Personalization

Personalization is powerful. According to McKinsey, it can increase your marketing ROI by between 10% and 30% — and that’s because consumers not only value personalization, but they’ve come to expect it. In fact, 71% of consumers expect personalized experiences, and 76% become frustrated when companies don’t deliver them.

Enabling real-time personalization through customer behavior prediction tools gives your brand the ability to create highly tailored user experiences on the fly. As new information comes in, you can create targeted product recommendations, content, or customized offers designed to engage and convert. 

2. Anticipating Customer Needs

Sophisticated customer behavior prediction models can also understand customer intent, and thus anticipate their needs. Imagine an online grocery shopper who has added flour and milk to their cart. Through real-time data analytics, a customer behavior prediction model should be able to look at this information and make the connection that these are common baking ingredients. Thus, it can anticipate customer needs by offering up related items, like eggs and butter.

Not only is this a great opportunity to cross-sell, but it can also foster customer engagement, particularly when you can anticipate needs the customer didn’t know they had — like, for example, a great new pen to go with the high-end journal they’ve added to their cart.

3. Enhancing Customer Segmentation

When it comes to customer segmentation, predictive analytics tools can do a couple of things. First, they can enable real-time segmentation, which gives you instant, actionable insights into an evolving customer base. Next, through a careful analysis of customer behaviors and trends, these tools can help you identify micro-segments so that you can more effectively tailor marketing efforts to highly specific groups.

4. Increasing Campaign Effectiveness

Here’s another thing predictive analytics can do: In addition to personalization and customer segmentation, customer behavior prediction models can analyze the efficacy of your current marketing campaigns. This gives you the ability to make data-driven decisions about which marketing strategies are performing well enough to refine and which should be discarded. 

5. Reducing Customer Churn

Customer behavior analysis is also useful for identifying at-risk customers (in other words, customers who are likely to unsubscribe or find another provider). This gives you the chance to improve customer loyalty by targeting the at-risk group with marketing messaging designed with retention in mind. 

For example, when predictive analytics identifies customers who are at risk of churn, you can improve customer retention by targeting these individuals with personalized discounts or incentive offers that encourage them to stick around. 

How to Implement Customer Behavior Prediction

Implementing customer behavior prediction models not only improves marketing campaigns and decision-making but also the overall customer experience. Next, we’ll show you what it takes to analyze consumer behavior and create accurate predictive models at the enterprise level.

1. Invest in a Customer Data Platform

The first step to predictive analytics and customer behavior prediction is to build a solid foundation — and for that, you’ll need a customer data platform (CDP). Here’s what a CDP can do for you:

• Centralize and unify your data collection efforts. This includes the data and metrics that your brand collects across all touchpoints along the customer journey, including email marketing, social media, website interactions, purchase history, and more. With a CDP, you can eliminate data silos and create a single source of truth.
• Ensure that you’re following data privacy and usage regulations. A CDP should help you keep data secure and relevant, and it should also help you maintain high-quality datasets that are free of duplicate or incorrect information.
• Enable real-time updates. Your CDP should enable real-time data streaming and updates so that your predictive models are working with the latest consumer behavior information.

If you’re looking for a CDP that delivers all of the above and then some, the BlueConic CDP may be the answer. This platform combines all of your data to create comprehensive customer profiles and customer segments so that you can use the platform’s native personalization engine to deliver amazing customer experiences. With the BlueConic CDP, you can clean and refine datasets and even leverage artificial intelligence for customer behavior predictions.

2. Collect Zero-Party Data

Zero-party data is information that customers willingly share — like survey responses, for example. This information is critical for consumer behavior predictions because it adds context to your datasets. You can gather zero-party data in the following ways:

• Use interactive content like quizzes, polls, or product finders. These can help you learn more about customer preferences, pain points, goals, aspirations, and more.
• Create and use surveys at key touchpoints, like during the onboarding or post-purchase stages, to gain valuable insights into purchase decisions, behavior patterns, motivations, customer needs, and other important details.
• Incentivize the data collection process by offering loyalty program rewards, fun experiences, or other perks in exchange for responses to surveys, quizzes, and other interactive assets.

When it comes to enriching your datasets with fresh zero-party data, Jebbit is a fantastic tool to have in your back pocket. Through Jebbit’s platform, you can create all kinds of interactive experiences, from quizzes and surveys to games, polls, and more. These experiences let you gather fresh insights so that you can keep your customer data up to date. On top of that, Jebbit integrates with BlueConic, making it easy to continuously refine customer behavior prediction models.

3. Train Predictive Models

Once you’ve unified and enriched your data, you can start building and training predictive models that are tailored to your marketing goals. Here’s what you’ll need to do:

• Create algorithms that align with your objectives. For example, if you want to reduce churn, then you’ll need an algorithm that predicts when customers are likely to churn. Behavior modeling algorithms can also help you increase customer lifetime value or predict possible future actions, like future purchases.
• Leverage machine learning tools so that you can constantly — and automatically — create and refine predictive models.

4. Test and Optimize Your Models

Customer behavior prediction modeling isn’t a one-and-done task but rather a continuous process that requires fresh data plus plenty of testing to maintain and improve efficacy. To make the most of your models over time, do the following:

• Run pilot campaigns to test your predictions on smaller audiences before rolling out large-scale campaigns. This gives you a chance to test what is working and what isn’t.
• Validate your predictions by comparing them to actual outcomes. If your models’ predictions aren’t closely aligned with the actual outcome they predicted, that’s an indication that the models need more refinement.
• Use A/B testing and focus groups to compare campaigns with predictive modeling against those without so that you can see how they stack up in terms of engagement and conversions.
• Keep in mind that customer behavior shifts and evolves over time. That’s why you need to continuously enrich datasets with new insights and adjust predictive models to align with emerging market trends.

Make Customer Behavior Prediction Modeling Happen With BlueConic and Jebbit

Customer behavior prediction modeling offers too many advantages to pass up. Not only does it give you the ability to anticipate customer needs, but you can also use it to drive real-time personalization, enhance segmentation, and increase the efficacy of your marketing campaigns. 

With BlueConic, you can unify your data plus rely on sophisticated personalization and modeling tools. Jebbit gives you engaging interactive experiences that are key for collecting the customer insights you need to develop, train, and optimize predictive models. 

Ready to learn more about Jebbit and BlueConic? Schedule a strategy call with a Jebbit Experience Expert.