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Predictive Analytics
for Marketers
Katie Robbert
CEO, Trust Insights
@katierobbert
#MAICON19
TM
www.willtheslidesbeavailable.com
43.5%
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
Witness protection case study
What are the
impacts of
these
problems?
Unhappy clients
Loss of digital footprint
Lost revenue
Employee turnover
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
What is predictive analytics?
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
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
S-ARIMA
Auto-Regressive Integrated Moving Averages
(w/Seasonality)
Auto-Regressive Integrated Moving Averages
POINT A to B
Auto-Regressive Integrated Moving Averages
SPEED LIMIT = 65
Auto-Regressive Integrated Moving Averages
ACCIDENT AHEAD
Auto-Regressive Integrated Moving Averages
ACCIDENT CLEARED
Auto-Regressive Integrated Moving Averages
(w/Seasonality)
WEATHER FORECAST
Two types of predictive analysis
DRIVER ANALYSIS(DEEP LEARNING)
TIME SERIES ANALYSIS(MACHINE LEARNING)
Hot potato, drop the data
-Redman
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
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
Don't try to predict tomorrow
'Cause tomorrow's out of sight
-ABBA
Time Series Analysis
SEO/Content Creation
Social Media Advertising Shopping Trends
YouTube
SEO/Content Marketing
Social Media Posting
Advertising Spend
Shopping Trends
YouTube
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
Case Study – SEO/Content Planning (B2B)
Drove users up ~18% YoY 2018-2017
Resulted in a 285% increase in conversion
Resulted in 248% increase in revenue
When in the
next 52 weeks
will people be
reading their
email most –
or not all?
GET YOUR CAMERA READY TO TAKE A PICTURE
AND POST FOR ALL YOUR COWORKERS
– be sure to tag @trustinsights
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
Predictive Analytics
is a multipurpose solution
to your every day
marketing challenges
We've come to the end of our road
-Gladys Knight & the Pips
www.willtheslidesbeavailable.com
Katie Robbert
CEO, Trust Insights
@katierobbert
#MAICON19
TM
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