Predictive Marketing Analytics
Using Data Science to Make Smarter Decisions

What Is Predictive Marketing?-
Predictive Marketing
is the Practice of
Extracting
Information From
Existing Customer
Datasets
Predicting Which
Marketing Actions
are More Likely to
Succeed, and Which
are More Likely to
Fail
Determining Future
Outcomes and
Trends Can Have a
Major Outcome on
Your Marketing
Strategy
Compiled by author from sources: intelligentdemand.com - marketingtechblog.com

Predictive Marketing Analytics-
Data is Gathered on Customers,
Algorithms Adjusted in Real-time and
Leads are Scored For a Trend to Drive
Business Results
Advertising and
Audience Sources
Can be Measured
to Develop
Campaigns With
Predictive
Responses
Compiled by author from source: marketingtechblog.com

Predictive Analytics Platforms-
Predictive Marketing Analytics
Platforms Work in Union With
Marketing Automation or CRM
Platforms
Compiled by author from source: digitalmarketingdepot.com Image Source: Google Images
Acts as a Database of Record For
First-Party Customer Data

Predictive Analytics Use-
Predictive marketing analytics platforms can
be used for a number of business cases,
including the following:
Generating
Net-new Leads
Lead
Prioritization
Account-based
Marketing
Persona and
Customer
Segment
Building
Cross-selling
and Upselling
Sales
Enablement
Compiled by author from source: digitalmarketingdepot.com

Advanced Capability Platforms-
Platforms Begin to Make a
Distinction by Offering More
Advanced Capabilities That
Include the Following:
Compiled by author from source: digitalmarketingdepot.com

Analytics Platform Capabilities-
Multi-sourced Data Sets
Prospect Discovery
Lead Enrichment
Lead Scoring
Predictive Models
Native Integration
Compiled by author from source: digitalmarketingdepot.com
B2B marketers are relying on predictive marketing
analytics platforms to automate and streamline
marketing
Many vendors are rooted in lead scoring but have
included predictive modeling and personalization
Virtually all B2B predictive marketing analytics
platforms provide a core set of capabilities that
focus on:

Automation Integration-
Offers Native
Integration With
Leading Marketing
Automation
Platforms to Draw
From a Single,
Integrated Pool of
Customer Data
Internal CRM
Customer Service
Accounting Systems
Predictive Marketing Analytics Vendors Use a
Variety of Methods to Import Data From Client’s:
Compiled by author from source: digitalmarketingdepot.com Image Source: Google Images

The Foundational Principles-
Analyze and Score a Set of Prospects Based
on Their Similarity to Your Actual Customers
The Algorithms are Advanced and The Results
are Both Automated and Improving
Massive Amounts of Data – Purchase history,
behavior, and demographic data
The Extent of Access – Access streaming data in
real-time activity
The Simplicity of the Cloud – Immense computing
power via the cloud
Compiled by author from source: marketingtechblog.com

Top Challenge: Not Enough Insight-
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Ensuring Data Quality from Variety Sources
Managing Data from Variety Sources
Providing Real-Time Insights
Managing the Velocity of Data Generation
Standardizing Metrics
Connecting Individual Prospects with Their Organizatons
Top Challenges Stopping Marketers from Creating Actionable Insights:
Compiled by author from source: everstring.com

Personalize & Predict-
95%
Predictive Marketers
76%
Retrospective Marketers
Compiled by author from source: everstring.com
Agree That The Ability To Model & Predict Specific Account Outcomes Is Essential:

Tech Savvy Marketers?-
Who is Using
Predictive?
Who is
Thinking
About it?
Who Even
Understands
What it is?
38%
25%
25%
10%
2%
How Mature are Marketers with
Technology:
Basic Have a Few Tools, CRM, Marketing Automation
Have CRM and Exploring Marketing Automation
Send Email Only
Are the NASA of Marketing Tech
Do Not Know What it is
Compiled by author from source: everstring.com

Lead Scoring-
Lead scoring is the assigning of a value to each
lead based on a predetermined set of rules, or
criteria
The resulting score is used to determine which
leads receive priority from:
Sales
Partners
Lead
Generation
Compiled by author from source: digitalmarketingdepot.com

Predictive Lead Scoring-
Predictive Lead Scoring Can Incorporate
200 Or More Data Points By Sourcing:
Websites
Social
Networks
Internal
Systems
The Predicted Action Is Usually Related To
Purchase Intent Such As:
Lifetime
Revenue
Profitability
Promotion
Response
Sales
Acceptance
Compiled by author from source: digitalmarketingdepot.com

Employing Predictive Insights-
Growth
Grow your database of accounts and leads that
are a good fit for your business
Focus on the right people, close more deals and
grow revenue faster without having to market to
people who aren’t a good fit
Your marketing programs become more impactful
with tighter alignment between sales and
strategy, resulting in developing accounts that
have the highest return
Compiled by author from source: Everstring_Three_Core_Impacts_of_Predictive_Marketing_BNE93.pdf Image Source: Google Images

Employing Predictive Insights-
Alignment Align around the right goals, the right audience
and the right message
Go beyond firmographic and demographic data to
personalize your message using over 20,000
curated data signals
Identify who you should be targeting with your
program spend and use data to identify how to
focus your message
Compiled by author from source: Everstring_Three_Core_Impacts_of_Predictive_Marketing_BNE93.pdf Image Source: Google Images

Breaking Down Barriers-
How is Predictive Breaking Down the Barriers
to Implementation?
Creates continuously updated target lists- Most
update on a quarterly basis
Target and Market to Buying Committees, not
individuals- Most is targeted at the contact level
Build Data-Driven Campaigns-Here is where
marketing tools are indispensable
Compiled by author from source: 6sense.com Image Source: Google Images

CONTACT US FOR THE FULL
PRESENTATION:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

SOURCES CITED-
• The 3 Core Impacts of Predictive Marketing
file:///C:/Users/Monika%20Somogyi/Downloads/Everstring_Three_Core_Impacts_of_Predictiv
e_Marketing_BNE93.pdf
• Karp, By Daniil. "The Case for Predictive Marketing Automation." 6sense. N.p., n.d. Web. 28
Sept. 2016.
• https://6sense.com/2016/03/the-case-for-predictive-marketing-automation-account-based-
marketing/
• MARTECH INTELLIGENCE REPORT: B2B Predictive Marketing Analytics Platforms: A
Marketers Guide http://downloads.digitalmarketingdepot.com/rs/727-ZQE-
044/images/MIR_1604_PredAnalyt.pdf?mkt_tok=eyJpIjoiTXpVd01EWTROV0l6T1dOaSIsInQiOi
JiTDV0R1J3QTcxUjJMbks3RWtxNEtUWGtuZWxyTVkyNXlhbG04VnV1dWNQd1A5c2JIR0VJTjVs
TzZHRXpmK2ZuUlJROFh3TmFjWU9RZ2ZxR1hEcXBZNHBqRkJJQVNNaUIrRnZlanp6c3A2VT0if
Q%3D%3D

SOURCES CITED-
• Rothman, Dayna. "[Infographic] Forging a New Path: How Predictive Marketing Analytics
Boosts B2B Business Performance." EverString. N.p., 2016. Web. 12 Sept. 2016.
http://www.everstring.com/blog/infographic-forging-a-new-path-how-predictive-
marketing-analytics-boosts-b2b-business-performance/
• Rothman, Dayna. "Introducing The 2015 State of Predictive Marketing Survey Report."
EverString. N.p., 2015. Web. 12 Sept. 2016. http://www.everstring.com/blog/introducing-the-
2015-state-of-marketing-survey-report/
• Snyder, By Eli. "What Is Predictive Marketing? Tell Me in Plain Language!" Intelligent
Demand Real Revenue Transformation. N.p., 2015. Web. 08 Sept. 2016.
http://intelligentdemand.com/what-is-predictive-marketing-tell-me-in-plain-language/
• "What Is Predictive Marketing?" MarTech. N.p., 2016. Web. 08 Sept. 2016.
https://marketingtechblog.com/what-is-predictive-marketing/