Using Predictive Analytics to Enhance Customer Engagement

By By Rokt

In today’s data-driven world, businesses need to leverage technology and data to make informed decisions that drive growth and success. Predictive analytics is a strategy that does just thatit uses historical data and identifies patterns and trends that can be used to predict future events or behaviors.

Through the use of machine learning and statistical algorithms, marketers are able to build predictive models and test in real time. This allows for more personalized marketing and better business outcomes.

To get started with predictive analytics, businesses need to follow a four-step process.
  1. Define your goals which involve identifying what  you  want to achieve through the use of predictive analytics. 
  2. Collect & Analyze first-party data, which is data that is collected directly from customers or users. This data can be collected through various channels such as customer relationship management (CRM) software or Google Analytics.
  3. Use ML to build predictive models. Once the data has been collected, the next step is to build predictive models. This involves using technology and machine learning algorithms to analyze the data and identify patterns and trends. The models can be customized to meet the specific needs of the business, and they can be updated as new data becomes available.
  4. Analyze & Refine. Finally, businesses need to analyze the results of the predictive models, report on the findings, and repeat the process as necessary. This allows businesses to continually refine their predictions and improve the accuracy of their models.


While the process of predictive analytics may seem daunting, there is a path of least resistance for businesses that want to get started. By simply using their CRM and Google Analytics data to identify patterns and trends, businesses can begin to make small changes and test theories that will help them move towards greater relevancy and success.

Predictive analytics help businesses solve problems and gain a competitive edge. While it can be daunting, it enables businesses to make better decisions, gain critical customer insights, optimize marketing campaigns and ultimately reduce the risk of downturn.  Don’t miss out on the game-changing benefits that predictive analytics can offer your business.

Don’t let the process seem daunting – even small changes can help you move towards greater success. To learn more about how to do this, check out our comprehensive whitepaper that offers actionable insights and strategies.