Marketing Glossary

Predictive Targeting

What is Predictive Targeting?

Marketers working to achieve true personalization require a combination of analysis and patience in order to segment data, launch accurate tests of statistically significant data, break down the various segments of traffic into manageable chunks, and set up experiences targeted specifically to individuals.

Businesses often don’t make the effort to personalize their experiences, and it makes sense. They can’t do so effectively due to lack of resources, leaving marketers to skip important steps (as a result) when analyzing test variations’ performance per traffic segment, deploying an overall winner to all traffic areas and adopting a ‘winner takes all approach.

Professionals use Predictive Targeting to eliminate the entirety of these challenges by employing heavy machine learning that is capable of extrapolating the best way to target each experience. Predictive Targeting predicts and suggests customer experience improvements by looking at past performance without doing any manual work or analysis.

When a marketer comes up with an idea for targeting on Google, Predictive Targeting can help them find the best way to optimize their campaign. It analyzes performance across traffic segments and then suggests new geographic targets based on that information. By assessing the successes of past efforts and not reinventing the wheel, marketers only need to add one more mouse

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