Predictive analytics.

Clarity for creating perfect customer experiences.
 
 
The challenge
 

Seeing what your customers need. 

You’ve been trying to deliver meaningful customer experiences by simply reacting to traditional analytics — the same analytics that every marketing team has. This leaves your best efforts feeling a little “hit or miss” as you try to understand your target segments and provide those customers with the content, offers, and support they need, at the right time. You don’t need a crystal ball to know this is hurting your conversion rates, your budget, and the customer experience. Unfortunately, you feel helpless to change the situation, and find yourself saying things like the following:

“I really should know who my prospects and customers are, and what they need.”
With an ocean of data in front of you, you should be able to know what makes each audience segment distinct, and what content, timing, and channel is going to help them most.
 
“I’m not a statistician, so how is my team going to crunch all this data?”
You would love to drill into all your data to get some answers. But, chances are, neither you nor your team members have the time or the statistical prowess to make sense of it all.

“Even if I could make sense of the data, I wouldn’t know how to use it to help my customers.”
Keeping up with what content each audience segment needs to see at each stage — in real time — is impossible. So, your efforts are scattershot at best, and customer experience killers at worst. 

The 6 biggest challenges to anticipating and meeting customer needs:

Inadequate expertise to analyze large volumes of data.
 
Inadequate expertise to analyze large volumes of data.
Inability to identify the highest-value prospects and customers.
 
Inability to identify the highest-value prospects and customers.
No process to match offers and products to the right customers.
 
No process to match offers and products to the right customers.
Limited insights on patterns, anomalies, risks, or opportunities in marketing campaigns
 
Limited insights on patterns, anomalies, risks, or opportunities in marketing campaigns.
No strategy to track and report the status of critical marketing KPIs.
 
No strategy to track and report the status of critical marketing KPIs.
Failure to make data-driven decisions on how to personalize customer experiences for more conversions.
 
Failure to make data-driven decisions on how to personalize customer experiences for more conversions.

Train your team to help them move beyond traditional ways of planning and decision making.

 

67% of respondents reported being highly dependent on analysts to answer even basic questions.

Only 13% felt empowered to run with the data entirely on their own.

Man and Machine: How predictive marketing needs both. Adobe, 2017
 
The solution

Move from reacting to predicting.

 
Traditional Analytics vs. Predictive Analytics.
Traditional analytics are designed to describe the present state of campaigns. These analytics will give you insights into questions like, “What’s our open rate?” and “Where are customers clicking next?” However, they leave you to your own best guesses about what will happen next, and what to do about it. 
 
 
vs.
Predictive analytics uses what occurred in the past to forecast accurately what customers will do in the future. You can know who your best customers are, and predict campaign risks and opportunities with plenty of time to react. The result is optimized experiences for all customers — whether prospective or loyal. 

Predictive analytics = Intelligent statistical tools that pull insights from big data to help accurately forecast customer behavior. This gives you the power to automatically deliver targeted experiences that drive increased customer conversions, faster.

Predictive analytics = Intelligent statistical tools that pull insights from big data to help accurately forecast customer behavior. This gives you the power to automatically deliver targeted experiences that drive increased customer conversions, faster.

Predictive analytics puts personalized experiences for every target segment within reach by helping you:
VISUALIZE
VISUALIZE
customer events in real time.
ANALYZE
ANALYZE
the forces creating risk and their impact.
CREATE
CREATE
rich experiences for each segment.
DELIVER
DELIVER
targeted content automatically.

You can predict your customers’ behavior better than they can.

Learn how to turn your new knowledge into a business advantage with
The Best Is Yet to Come.
 

The Adobe advantage

Know your customers with predictive analytics from Adobe.

By incorporating artificial intelligence and machine learning, we do the heavy lifting of forecasting customers’ future behavior and needs, and make those insights available to your marketing team. Then, we automate the process of serving different customers the content and offers they need at just the right time. 

Built especially for marketers like you, our analytics tools use the most relevant predictive models and fit right into your marketing workflow, so you can focus on doing your best work. You can watch events on your site in real time, and spot positive or negative patterns and anomalies in the most critical metrics. Perhaps most importantly, predictive intelligence uses propensity scoring to help you identify the drivers that make the biggest difference in customer conversion, so you can target those customers most likely to convert.
Adobe content marketing tools are built for your success:
  • Enable data-driven responses to actionable events in real time
     
  • Know with certainty the driving forces behind your campaign success
     
  • Increase conversion with propensity scoring and optimized customer experiences
     
  • Save time on delivering personalized content with built-in automation
     
  • Get the benefits of data science without having to be an analyst
Adobe Sensei is the technology that powers intelligent features across all Adobe products to dramatically improve the design and delivery of digital experiences, using artificial intelligence and machine learning in a common framework. 
 
Predictive analytics features in Adobe Experience Cloud are enabled by Adobe Sensei. They help you identify what’s important, save time that would otherwise be spent on manual processes, and make recommendations on how to deliver better experiences to your customers.

Only 27% of North American companies use predictive analytics.1 You can start with these steps:

PRIORITIZE

 

PRIORITIZE
Your very best data will offer the most opportunity for insight, so begin here.

BUILD

 

BUILD
Your first data models may be incomplete, but they will get you going in the right direction.

EXPAND

 

EXPAND
Layer on more data sets in order of priority, importance, and cleanliness.

ITERATE

 

ITERATE
Refine your model for more context and to reduce errors in your predictions.

1 Four essential elements for digital maturity, Adobe Digital Marketing, September 2016.
 

Customer story

Scottrade
Predicting delighted customers
By investing in predictive capabilities, Scottrade is anticipating its customer needs, which has the far-reaching effect of increasing conversions down the road. Across online sites and brick-and-mortar branches, the financial organization is taking its commitment to delivering optimal customer experiences to the next level.

Giles Richardson

“Overall, we’re more responsive to what customers want and we can provide new experiences faster.”

Justin Beardslee
WCM Manager, Scottrade

With Adobe, Scottrade is able to:

  • Optimize bidding for terms that generate the highest downstream conversions

  • Correlate 95% of marketing touches with asset movement
  • Analyze which customer interactions trigger account openings

  • Identify that 40% of new account openings are completed in branches

The path to happy customers is clear.

Predictive analytics allows you to optimize every customer experience, increase conversions and retention, and lower costs. These capabilities will give you an unmistakable advantage over competitors and a top spot in the hearts of your customers. Gone are the days of guessing and reacting — here are the days of knowing your customers and delivering perfection.
You avoid risks and capitalize on opportunities.
You avoid risks and capitalize on opportunities.
You know what’s driving your campaign success.
You know what’s driving your campaign success.
You know how to use data to best help your customers.
You know how to use data to best help your customers.

Power your experiences with predictive analytics.

Anticipate opportunities and proactively deliver delightful experiences.