How Netflix Knows: The Power of Predictive and What It Means for the Future of Marketing
In B-to-C, technology marketers can use most often provides Web users with helpful product or service recommendations. Personalization engines can look at a customer’s history to recommend products that algorithms dictate they’d be likely to buy. Based on a combination of past purchases, browsing history and any number of other factors, data is helping B-to-C companies surface the products and offers that are most likely to convert visitors into buyers.
In B-to-B, predictive generally takes the form of highly tailored educational content — targeted to prospects with attributes that indicate they have a high likelihood to buy. Based on how well the characteristics of a prospect align with where a company’s seen success in the past, B-to-B marketers can use predictive tech to engage prospects with content that they know is most likely to resonate. With the ability to know exactly how likely a prospect is to become a customer, sales benefits from the ability to prioritize and personalize follow-up to ensure that they’re addressing a specific prospect’s unique needs.
Netflix is but one of countless services that is transforming consumer preference and expectations. Amazon, Spotify, Facebook and LinkedIn are all examples of experience-focused companies, leveraging big data to predict what users want and tailor their experience in real time.