Predictive Marketing

Chapter 14An Easy-to-Use Checklist of Predictive Marketing Capabilities

In order to use the predictive marketing techniques we discussed in this book, you will need to organize your business around the customer and acquire both the mind-set and the enabling technologies for predictive marketing.

Organizational Capabilities for Predictive Marketing

The mind-set shift required for successful predictive marketing includes a shift from campaigns to the customer life cycle, products to customers, siloed to omni-channel approach, and one-size-fits-all approach to contextual marketing programs.

Most marketing organizations are still run based on a calendar of marketing campaigns: an email blast, an event, a direct mail drop, a display advertising campaign, a store opening. As a consumer, you don't care about marketing campaigns. You are one person and you have one, continuous, experience—good or bad—with a brand. The marketing calendar needs to be replaced with the concept of life cycle marketing that tries to maximize lifetime value of customers over their entire engagement with the brandthrough a series of personalized, triggered campaigns.

Most marketing organizations still operate in silos. You might have an email marketing group, a store marketing team, a web manager, a direct mail manager, and so on—all working with separate vendors and marketing service providers. In many organizations the direct mail group doesn't know what the email group is doing and the email group might ...