Visitors to a site present marketers with a dilemma. Does it pay to pour resources into sending all of them ads, knowing that over 90% will not turn into customers, or do marketers risk losing those who would buy if they did get targeted? In the absence of a crystal ball, marketers can now apply AI solutions to identify which visitors are worth pursuing.
Marketers had already been using AI that identifies customer behavior to set up targeted communication for retention with the help of software from companies like Optimove. The Optimove Customer Marketing Cloud consolidates, mines, and models customer data to fit customers into micro-segments that accurately predicts their future behavior and value to a business.
That kind of customer profiling enables marketers to coordinate hyper-personalized communications at scale. However, it has been limited to customers who have already established their own history and pattern of behavior. In other words, it wasn't possible to predict the likelihood of purchase for a new visitor — until now . . .
Read more in The Scientific Approach to Relationship Marketing
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