Log in

5 Ways to Plan your Marketing Strategy with Foresight & Prescriptive Analytics

4 May, 2021
Amy Roberts

Establishing a robust digital marketing strategy is vital in creating a sustainable and successful business operation that connects with customers and continues to grow. A VentureBeat report reveals that organizations prioritizing marketing efforts experience 13 times more positive return on investment (ROI) than those who don’t. This is because of their ability to use advanced marketing analytics techniques to optimize resources and develop goods with maximum revenue potential. 

Using marketing analytics, businesses can generate dynamic what-if simulations and create a flexible plan adaptable to evolving customer preferences and conditions. An excellent way to build a versatile marketing strategy is to leverage foresight and prescriptive analytics to emphasize changes when plans are optimized for different objectives. This article will outline the importance of marketing analytics  in marketing and provide businesses with ways on how they employ foresight and prescriptive insights to improve their operations.

1. Generate Consumer Insights

Understanding customer behavior is becoming a key competitive advantage for thriving organizations. Recent numbers indicate that roughly three-quarters of customers expect businesses to understand their needs and preferences. Employing foresight and prescriptive analytics into your marketing plan allows you to generate useful insights of customer interests based on past interactions. 

This makes it easier for businesses to develop customized offers that steer customers to the right goods and services at the right time. A Harvard Business Review report reveals that this can increase conversion and sales rates by up to 70%. By cutting through constant ad noise, you can enhance the customer experience and overall brand loyalty without breaking the bank.

 

2. Optimize Marketing Spend

Creating a marketing budget is challenging as more marketers often ignore potential opportunities and the uses of marketing analytics or sales data. A separate Harvard Business Review report shows that 32% of organizations believe their existing marketing data is incorrect. Planning a budget around incorrect data is usually a recipe for wasted expenses and efforts. 

Taking advantage of foresight and prescriptive analytics provides businesses with predictive data to create a comprehensive marketing budget. With this predictive information, you can determine the marketing channels and times that warrant additional resources and focus your ad spend based on the value the customer presents. By optimizing marketing ad spend, you can stay in control of budget and targeting while simultaneously maximizing profitability. 

Learn more about how predictive analytics can help your marketing strategy.

3. Qualify & Prioritize Existing Leads

Qualifying and prioritizing existing leads effectively is another advantage of implementing foresight and prescriptive analytics into your marketing plan. Unlike other software solutions, a marketing platform brimming with foresight and prescriptive analytics capabilities provides you with insights into audience segments that are most likely to convert. Often, these analytics will show how likely a prospect is to act which, in turn, allows your marketing teams to devote more time and attention to those customers. 

Prescriptive analytics can also automate the next step in selling or marketing to a prospective lead based on predictions of their future purchasing habits. This makes it easier for you to classify them by segment and develop personalized lead nurturing campaigns that will result in them moving further down the sales funnel. You can check marketing automation software features and benefits from CompareCamp to understand the importance of automation in the marketing process.

4. Predict Churn Rates

Churn rate prediction is one of the most unheralded yet equally crucial benefits of marketing analytics. Having the ability to predict churn rates accurately allows businesses to determine the warning signs that notify of potential customer loss. This way, you can immediately initiate the necessary follow-up and nurturing efforts to prevent them from abandoning the sales funnel and ensuring continuous engagement.

By combining prescriptive analytics and foresight churn rate data, businesses can mitigate risks and respond instantly to consumer changes while inadvertently improving revenues. A McKinsey report shows that using prescriptive analytics in marketing can grow sales anywhere from 2 to 5%. This also reduces attrition rates and allows for a more precise targeting of your marketing strategy for increased effectiveness.

Proving ROI is a challenge every marketing professional faces, see our blog post to better understand the measurable ROI of marketing analytics.

5. Re-Evaluate Existing Marketing Strategies

Measuring and reevaluating your existing marketing plan frequently is key in optimizing your strategies and ensuring that it aligns with your present objectives. Business goals and objectives change as your operation evolves and sticking to your pre-existing marketing strategies may not yield similar results as before.

With foresight and prescriptive analytics, you can use historical data and emerging trends to ensure that your marketing plan can respond to rapid business changes. Forbes reports that more than 70% of top-performing teams emphasize the marketing analytics importance of predictive intelligence in existing strategies. By using predictive intelligence, you can direct customer interactions and deliver the right marketing messages on the right channel at the right time.

Improving Marketing Strategy through Foresight and Prescriptive Analytics

The importance of foresight and prescriptive analytics in improving your marketing strategy is too hard to ignore. With effective foresight and prescriptive analytics, businesses can determine market responses in real-time and create better marketing strategies that will attract, retain, and grow their customer base. One of the leading marketing tools that can help with that is Proof Business GPS. Read more in our blog post, Proof Partner Acceleration Program.

Proof Business GPS is a powerful analytics tool designed to help marketers generate insights and optimize revenues. It integrates seamlessly with Salesforce and other third-party marketing tools, giving marketers the ultimate flexibility to gain more advanced analytics. Proof Business GPS also offers no nonsense pricing plans that include the Amazon Web Service Standard package, the Salesforce Standard offering, and the Salesforce Enterprise subscription.

Get The Latest Marketing Analytics Insights to Your Inbox

customer-quotes-icon

You’ve heard that time is money, right? Just like any investment, we need to know that Marketing was worth it. Not only how much, but how long it took to get the ROI. The longer it takes, the bigger the risk that it won’t happen, and the bigger the return has to be.

Bob-Beauchamps
Bob Beauchamp
Chairman Of The Board Of Directors - BMC Software
Services path right 2