1 PREDICTIVE ANALYTICS FOR EVERYONE: EASY WAYS TO USE THE DATA YOU HAVE TO PREDICT WHAT CUSTOMERS WILL DO NEXT
2 The term Predictive Analytics sounds scientific and let s be honest a little scary. But as eventually happens with any new technology, predictive analytics is now being democratized with new SaaS offerings that mask the underlying complexity and make analytic models accessible to virtually anyone. This is good news for automotive brands, agencies and dealerships, which now have easy access to a host of previously inaccessible sophisticated marketing techniques. THE PRIMARY DRIVER FOR PREDICTIVE ANALYTICS: CONSUMER EXPECTATIONS Consumer expectations are driving the rapid adoption of predictive analytic techniques. Modern consumers want engaging brand experiences that are tailored to their individual needs. Tolerance for the spray and pray marketing campaigns of yore is practically non-existent. A few years ago, an SUV shopper who received an promotion for a minivan would just delete the message. Today, that same prospect will still delete the and then post something on Facebook about how your dealership wasted her time with an irrelevant and probably decide to buy their SUV elsewhere. Do you see the difference? We live in a world of 7 billion me s, Forrester analyst Mike Gualtieri wrote in a June 2013 report titled, Predictive Apps Are The Next Big Thing In Customer Engagement. Customers increasingly expect and deserve to have a personal relationship with the hundreds of firms in their lives. Companies that continuously ratchet up individualization will succeed. Those that don t will increasingly become strangers to their customers. WHAT ARE PREDICTIVE ANALYTICS? Predictive analytics employ a variety of techniques from statistics, modeling and data mining to analyze current and historical customer data to develop models that predict likely preferences, future events and next actions.
3 FROM MASS MARKETING, TO SEGMENT MARKETING, TO ONE-TO-ONE MARKETING How did we get here? In the 1990 s, as databases became more sophisticated, marketers started to practice what became known as segment marketing breaking customer audiences up into distinct market segments based on demographics and other factors. Terms such as DINKs (double income, no kids) emerged to describe these segments. It was a huge step forward from the days of mass marketing, when marketers appealed to customers with a one-sizefits-all message. But individual relevancy was still a problem not all DINKs have the same exact interests. The advent of online shopping and buying has enabled companies to easily collect behavioral data, which has proven to be a much better predictor of future buying behavior than segment profiles alone. Examples of behavioral data include whether a person clicked on a link, visited certain web pages, or requested information on a certain vehicle. Predictive analytics enables marketers to make informed marketing choices based on both behavioral and segment data. It involves creating models that leverage existing data sources to predict what customers will do next for example, what vehicle is the customer most likely to buy, and what is his timeframe? The results of these analytic models become the basis for microtargeted, personally relevant marketing programs that drive superior sales results via personalized communications orchestrated across , SMS, mobile, chat, social and direct mail. HOW DO PREDICTIVE MODELS WORK? Consider a dealership that wants to determine which customers will purchase in the next 90 days. It might evaluate the following customer behavior and profile data: five years worth of sales, two years worth of repair orders and 24 months of click, open and
4 browsing data. The model crunches the data and assigns a value to each customer based upon how their actions correlate to the actions of prior buyers. The score is essentially the probability of something happening, scaled in a predefined way. In this example, the highest scoring customers have the greatest probability of purchasing a car within the next 90 days, and hence are good prospects for a campaign. SHOULD YOU BUILD OR BUY PREDICTIVE MODELS? If you re already sold on the concept of predictive analytics, you may be thinking, How do I build the models? If you have to ask that question, then chances are you a good candidate to simply buy the models. Why use Predictive Models? anticipate needs detect preferences improve message timing increase relevance engender loyalty improve sales Analytic models are generally created by statisticians or data scientists using complex tools such as SAS or KXEN. These tools aren t designed for the average marketer. Fortunately, thanks to the democratization of analytics mentioned above, it s now possible to simply purchase the models you need. Once you have the model, you (or your marketing services provider) run your own data through it, and voila you are ready to run better targeted, more relevant campaigns. The model scores make it easy to determine which customers are best suited for specific campaigns. If you already have some sort of customer engagement or marketing platform in-house, ask your vendor if they offer packaged analytics models. Generic models often exist, and some vendors are now offering models developed specifically for the automotive industry.
5 There are many types of predictive models. The most common types used in the automotive industry are designed to predict the likelihood of a customer: Purchasing or Servicing a vehicle within a given timeframe Responding to an offer Defecting to another brand Advocating for your brand Preferring a specific vehicle class, model, feature or price point Spending a certain amount over their lifetime Imagine how much more targeted, not to mention cost-effective, your campaigns might be with this information in hand. You will need to send fewer communications and get better results. In fact, a recent Aberdeen Group study found that campaigns based on predictive analytics resulted in an 8.3 percent incremental sales lift over control groups, and a 7.9 percent increase in click-through rates. Multiply that over several dozen campaigns, and you start to see the potential impact.
6 PREDICTIVE ANALYTICS ARE PROVEN TO RESULT IN AN OVERALL SALES LIFT FOR AUTOMOTIVE DEALERS. Among Outsell s customers utilizing its NeuroMotics predictive models, we ve found that: Buyers engage with analytic-driven campaigns 7 times before visiting the dealership. Shoppers that engaged with targeted communications were 6x more likely to convert. New vehicle sales increased by 10% New customer sales increased 7% Repurchases by existing customers increased 22% PREDICTIVE ANALYTICS IS TRANSFORMING AUTOMOTIVE MARKETING Packaged predictive analytic models enable automotive marketers to send timelier, more relevant campaigns without the cost and complexity associated with standalone predictive analytics tools -- freeing them up to acquire and engage customers instead of wrestling with data and technology. With predictive analytics you can: Engage with customers wherever they are, and track behaviors to know when they re ready to buy. Identify in-market buyers and understand shopper intensity. Anticipate maintenance needs and proactively promote parts and services. React to behavioral changes that suggest an attrition risk or new sales opportunities This isn t about big data it s about actionable data that helps drive incremental sales. Predictive analytics is transforming the way automotive brands and marketers engage with customers.
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