Behavioral Targeting & Predictive Analytics – Module 9

GMI could utilize both behavioral targeting and predictive analysis to bring increased ROI to the business in several ways. For example:

With behavioral targeting, GMI could:

Ensure that customers are being directed to the right content at the right time. By listening the VOC through things like e-mail, surveys, phone, and search, GMI can figure out what a customer needs or is looking for, and adjust the BT platform to direct them to the right information, in the right place, at the right time. This reduces costs, saves time, and generates positive influence for each customer we interact with.

Additionally, we can use A/B or MVT testing to see which products, layouts, and content appeal most to our millions of users, making our pages and information all that more effective.

With predictive analysis, GMI would take a different approach.

Since we don't actually sell product online, we might use predictive analysis to show where a customer might be more likely to buy one product vs. another, (i.e. Big G cereals at Wal-Mart vs. Larabar’s at Whole Foods.) Since our position in the CPG market is stable, we can use predictive analysis to estimate things like how well a product might sell, or at which retail partner it might sell the best. We can also use it to develop market assessments (i.e. does sugary cereal still sell well even when the consumer base is in a “health swing” based on historical data?)

Overall, these two methods would allow us to make on online experience more streamlined, relevant, and approachable, and help to make our offline experience more efficient in terms of supply, retail, and customer demand.