Let’s be honest, most marketing still works on assumptions. Segments are created, campaigns are scheduled, and messages are sent in bulk, hoping someone clicks. Sometimes it works, but often fails to meet the mark. <\/p>\n\n\n\n
This is where brands can use predictive analytics in marketing to transform their marketing strategy. It mainly works through machine learning and artificial intelligence, which analyses historical and real-time data to predict future customer actions such as purchases, churn and engagement levels.<\/p>\n\n\n\n
However, predictions alone are not enough. The real value lies in using such insights to take the right action. This is where the concept of next best action (NBA) comes in, guiding marketers to decide what to do next, it could be sending a reminder, offering a discount, or simply waiting.<\/p>\n\n\n\n