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Predictive Intelligence:
No Crystal Balls Allowed

Join Forbes CMO, Tom Davis, and TheNextWeb’s Director of Marketing, Martijn Scheijbeler, to learn how they engage their readers through Predictive Intelligence. with our host, VentureBeat, in our webinar

What you will learn

Consumers demand and deserve a more personal, individualized user experience. They are more savvy than ever and look for more products and content that resonate with them on that personal level. The days of the one-size-fits-all message are over. In order to cut through the noise in their inbox and online, us marketers started to turn more and more to personalization.

Personalization, in its most used form, isn’t really new. For nearly as long as there has been email marketing, there’s been personalization. Yet, many marketers still struggle with personalization, be it onsite or in email. It is time for marketers to leverage Predictive Intelligence to really reach their audienc

Let’s Talk Personalization for a Second

The problem with most personalization is that it is highly reactive. Relying on simplified “if/then” type logic to customize an email or website based on triggers. It does the job, but only halfway. All this is manual, time consuming, and ultimately inefficient. In an article we wrote, titled “Personalization, What It Is and What It Ain’t,” we looked at the very definition of personalization. Most still treat it as simple “Mail merge” or even product recommendations powered by aggregate generalities. These tactics use aggregate data to feed you content that people like you might find interesting.

As you can see, it seems promising, however, it ultimately proves inefficient because it doesn’t actually give you, the individual, what you would most likely want to read.
As mentioned above, the process is manual, meaning someone has to curate the content, analyze the data, re-curate the content. And it is still highly reactive. To move beyond this manual, reactive process, marketers need to get more predictive. (And no, I don’t mean looking into a crystal ball or going to a fortune teller to reveal some incredible gut-filled revelation.)

It’s time to remove the dependence on our guts, and start using powerful data-backed science to predictively engage our customers. But how do we do that? Predictive Intelligence

Tom Davis,
Forbes CMO

Martijn Scheijbeler,
The Next Web

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