In this session...
The use of predictive modelling is on the rise. Our clients want to leverage their information-rich environments and external data sources to transparently manage customer marketing. Their goal is to go beyond knowing what has happened, to providing the best assessment of what will happen in the future.
Hear from OMD EMEA's, JD Chen and Shayna Pearson, on the sophisticated machine learning algorithms being used at OMD, to predict what a customer is likely to do next by understanding patterns in human behaviour.
Knowing how likely a person is to engage allows us to focus our clients marketing efforts on the individuals for whom an engagement will generate a meaningful change in behaviour. The benefits of predictive marketing clearly drive sales and growth, but more importantly, it allows us to take our clients businesses even further by being able to accurately anticipate future trends that can influence every arm of marketing.
What You'll Learn from This Session...
- The importance of targeting consumers at the right time.
- Using empathy to build better brand engagements with consumers.
- Understanding that just because you can, doesn't always mean you should.