predictive analytics for marketers€¦ · these are the bestweekseach quarter to send email...
TRANSCRIPT
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Predictive Analytics
for Marketers
Katie Robbert
CEO, Trust Insights
@katierobbert
#MAICON19
TM
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www.willtheslidesbeavailable.com
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43.5%
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What
problems
are you
facing
right now?
Creating plans with no measurement strategy
Clients demands with no clear path to success
Feeling like you’re constantly behind, instead of ahead
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Witness protection case study
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What are the
impacts of
these
problems?
Unhappy clients
Loss of digital footprint
Lost revenue
Employee turnover
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How do we
solve these
problems?
A better understanding of predictive analytics
Practical applications and ideas for using predictive
Ditching the “this is how we’ve always done it” mantra
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What is predictive analytics?
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Ó2019 trustinsights.ai | @trustinsights | @katierobbert
I don’t know what I want but I have
the quantitative data
I don’t know what I want but I have
some qualitative data
I know what I want and I have
the quantitative data
I know what I want and I have
the qualitative data
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Pure GuessingThe way
we've always done it
Basic charts that point up/down
Moving averages
ARIMA
Progression of Predictive
The worst
All too common
Right direction
Math is good
That’s the ticket
Ó2019 trustinsights.ai | @trustinsights | @katierobbert
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S-ARIMA
Auto-Regressive Integrated Moving Averages
(w/Seasonality)
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Auto-Regressive Integrated Moving Averages
POINT A to B
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Auto-Regressive Integrated Moving Averages
SPEED LIMIT = 65
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Auto-Regressive Integrated Moving Averages
ACCIDENT AHEAD
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Auto-Regressive Integrated Moving Averages
ACCIDENT CLEARED
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Auto-Regressive Integrated Moving Averages
(w/Seasonality)
WEATHER FORECAST
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Two types of predictive analysis
DRIVER ANALYSIS(DEEP LEARNING)
TIME SERIES ANALYSIS(MACHINE LEARNING)
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Hot potato, drop the data
-Redman
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6 C’s of Data Quality
Clean
•Prepared well
•Free of errors
Complete
•No missing information
Comprehensive
•Must cover the questions being
asked
Chosen
•No irrelevant or confusing data
Credible
•Must be collected in a valid way
Calculable
•Must be workable and useable by business users
Ó2019 trustinsights.ai | @trustinsights | @katierobbert
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Project Set the strategy, goal and desired outcome
Pull Extract the data from where it lives
Prepare Clean, refine, and prepare the data set
Pick Identify which variable to predict
Predict Create the prediction
Plan Build a plan of action from the forecast
Predictive Analysis Process
Ó2019 trustinsights.ai | @trustinsights | @katierobbert
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Don't try to predict tomorrow
'Cause tomorrow's out of sight
-ABBA
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Time Series Analysis
SEO/Content Creation
Social Media Advertising Shopping Trends
YouTube
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SEO/Content Marketing
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Social Media Posting
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Advertising Spend
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Shopping Trends
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YouTube
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Use the 4P Framework to keep
your forecast manageable
• Plan - 4 weeks out
• Prep - 3 weeks out
• Publish - 2 weeks out
• Promote - 1 week out
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Case Study – SEO/Content Planning (B2B)
Drove users up ~18% YoY 2018-2017
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Resulted in a 285% increase in conversion
Resulted in 248% increase in revenue
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When in the
next 52 weeks
will people be
reading their
email most –
or not all?
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GET YOUR CAMERA READY TO TAKE A PICTURE
AND POST FOR ALL YOUR COWORKERS
– be sure to tag @trustinsights
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These are the best weeks each quarter to send email marketing:
•Q3: Week of September 15, 2019
•Q4: Week of October 20, 2019
•Q1: Week of January 12, 2020
•Q2: Week of April 26, 2020
These are the worst weeks to send email by quarter:
•Q3: Week of August 11, 2019
•Q4: Week of December 15, 2019
•Q1: Week of March 29, 2020
•Q2: Week of May 17, 2020
Use this to plan and budget your email marketing for the rest of the year!
When to Send Email By Quarter via @TrustInsights
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Predictive Analytics
is a multipurpose solution
to your every day
marketing challenges
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We've come to the end of our road
-Gladys Knight & the Pips
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www.willtheslidesbeavailable.com
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Katie Robbert
CEO, Trust Insights
@katierobbert
#MAICON19
TM
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